J Balvin is having a special Momento…

Hailed as a celebration of Hispanic culture and its impact in the United States, the 31-year-old Colombian reggaeton singer has teamed up with Buchanan’s Whisky for the brand’s new campaign titled “Es Nuestro Momento.”

It’s the first time Buchanan’s Whisky has joined forces with a major musician to launch an ambitious and all-encompassing campaign that includes publicity announcements, television commercials, digital marketing, a social media component and a contest for consumers.

The venture was launched earlier this month just in time for Hispanic Heritage Month celebrations.

The “Es Nuestro Momento” campaign launched with a powerful video filmed in Los Angeles of Balvin getting ready to jump onstage for one of his concerts.

“Who are we? We are one and the stage is ours. We’re an undeniable force, and nothing will stop us. It’s our time,” says Balvin in the video.

“It’s an honor to join an iconic brand like Buchanan’s to promote the greatness, diversity and richness of our culture,” the chart-topping artist said in a statement.

“I feel a great connection with this campaign because truly, it is our moment to be proud of our cultures and celebrate the leaders that we are of a new generation.”

Early next year, the Colombian singer will premiere the lyrics and beat of a new song titled “Es Nuestro Momento.” Fans will have the chance to enter a contest and create their own remix of the track. The winner, handpicked by Balvin, will record the song featuring the Latin superstar himself.