Bacardi and Jamie Oliver partner for new cocktail-making venture

Bacardi has become the exclusive sponsor of Jamie Oliver’s new Drinks Tube channel as part of a wider partnership with the TV chef’s company.

Drinks Tube, the companion YouTube channel to Oliver’s Food Tube channel, will see the two co-create content that features various Bacardi brands including Bacardi rum, Grey Goose vodka, Dewar’s whiskey, Bombay Sapphire Gin and Martini vermouth.

The channel – targeted directly at consumers who are searching online for cocktail information – will also see Bacardi ambassadors, mixologists and bartenders offer advice and demonstrations in a weekly video.

Additionally, Bacardi has launched its own Mixed Cocktails app and MixedCocktails.com website which will showcase cocktails for people to try and recreate at home.

“Bacardi aims to provide people with the drinks know-how, inspiration and tools they need to experiment and have a go at creating great-tasting cocktails home using their favourite brands,” says Andy Gibson, chief marketing officer of Bacardi and president of Bacardi Global Brands.

“There are more occasions where people are entertaining at home and we want to make those experiences more enjoyable, as well as delicious.”

The partnership will also feature monthly content in Jamie Magazine and on jamieoliver.com, beginning with a series of Italian inspired recipes from Giuseppe Gallo, a Martini global brand ambassador.

Bacardi spirits will feature on the new cocktail menus in Jamie’s Italian restaurants in the UK (33 doors) and five locations internationally.

“We have an amazing opportunity through this partnership with Bacardi and its iconic brands to wake up the world to how easy it is to create quality drinks -- classic or new,” added Jamie Oliver. “We want to inspire everyone with the passion to be more adventurous in their own homes, to realize that we can all be ‘home mixologists’ and to have fun with ingredients and flavours.”

The partnership was handled by Gravity Road's Mark Boyd.

Jennifer Faull

Jen Faull is Brands Editor at The Drum. Based in London, she has interviewed major business figures including top marketers from Mondelez, Unilever, Tesco, and Lidl.

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