Bacardi partners with Jamie Oliver on cocktail channel

Television chef Jamie Oliver has partnered with Bacardi to launch an online TV channel dedicated to drinks.

TV chef JamieOliver turns his hand to cocktail shaking with Bacardi’s spirits portfolio

Drinks Tube, which officially launched on YouTube on 4 April, features a series of “how-to” cocktail videos, craft beer and food and drink pairings using Bacardi’s entire portfolio drinks.

Produced by Fresh One Productions, the channel will aim to educate, entertain and inspire consumers to create their own cocktails at home, and source quality beers and wines. It will also feature tips on creating non-alcoholic cocktails.

Oliver, who owns the Jamie’s Italian restaurant chain and fronts the popular Food Tube channel – which has 749,000 subscribers on YouTube, will lead a cast of familiar faces introducing each video.

“Just like Food Tube, it’s all about finding new talent who will help to communicate to the global audience how they can enjoy food and drink even more, for it to be celebrated and enjoyed, and to encourage our engaged viewers to be more streetwise as consumers and make more informed choices,” Oliver said.

“And of course, with Drinks Tube, we have the opportunity to enlighten viewers about the love, care and passion that goes in to producing craft beverages, old or new.

“I believe we can engage viewers with mixologists and producers, encouraging them to be more adventurous in their own homes through the fun and activity of the channel.”

Andy Gibson, chief marketing officer of Bacardi and president of Bacardi Global Brands, said: “We hope that our partnership with Jamie inspires people to feel more confident in their understanding of mixology and experimenting with flavours. Whether it’s trying a new recipe at home for friends or choosing the right drink from the menu in a bar, our aim is to demystify the world of cocktails, making it accessible to everyone.”