11 April 2014 — With his successful Food Tube channel about to break through the 750,000 subscriber barrier, Jamie Oliver has taken the next step and launched ‘Jamie Oliver’s Drinks Tube’ on 4 April.
In a partnership with Bacardi Limited, featuring the entire portfolio of brands, which has been negotiated by Oliver’s own in-house commercial department and content agency Gravity Road, Drinks Tube will feature regular “how-to” cocktail videos, as well as craft beers and food & drink pairings to help people through the sometimes tricky process of deciding which drink to serve with which food.
Produced by Fresh One Productions, the channel will initially focus on three key strands – cocktails, beers, and wines – and aims to entertain, inspire and educate its audience through a celebration of great-tasting drinks. It will show viewers how to make or source the very best drinks themselves to enjoy at home.
Jamie Oliver and other talent, discovered from the drinks and YouTube worlds, will host the videos. One of the first will be Jamie’s own tips on creating the perfect Magherita cocktail. Non-alcoholic drinks will also have a place on Drinks Tube, with plans for videos on teas, coffees and “mocktails.”
Jamie Oliver’s Drinks Tube will sit under the Jamie Oliver’s FoodTube umbrella, which has rapidly established itself as one of the leading networks of food channels in Europe. The main Food Tube channel boasts over 749,000 subscribers on YouTube, and Jamie Oliver and Hugh Fearnley-Whittingstall have recently announced the launch of River Cottage Food Tube channel, which will also be joining the network.
“I’m so excited to be launching Drinks Tube. 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. 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. I can’t wait to get started” said Jamie Oliver.
Zoe Collins, Director of Food at Fresh One Productions added: “Drinks Tube is the natural addition to Food Tube. We were finding that many of our subscribers were asking about drinks and so it was an easy step for us to take.”
Jonathan Almond, Channel Manager, Jamie Oliver’s Drinks Tube, added: “I’m really excited about doing for drinks what Food Tube is doing so well for food. We’re providing a destination for people to discover new, delicious drinks and find out how to make high quality cocktails in their own homes. We’ll also be delving into the increasingly popular craft beer scene and demystifying the world of wine.”
Andy Gibson, Chief Marketing Officer of Bacardi and President of Bacardi Global Brands said, “Looking back at what Jamie has achieved in just a few years is outstanding; it is with these results in mind that we look forward to a fantastic future with the Jamie Oliver team. I think we’d all agree that Jamie has revolutionised the way people cook at home, educating on the importance of living well and using quality ingredients. He debunked the complicated jargon and methods associated with cooking from a recipe book and has shown how much fun you can have.”
Gibson continued, “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.”
About Bacardi Limited
Bacardi Limited, the largest privately held spirits company in the world, produces and markets internationally recognised spirits and wines. The Bacardi brand portfolio comprises more than 200 brands and labels, including BACARDÍ® rum, the world’s best-selling and most-awarded rum, as well as the world’s most-awarded spirit; GREY GOOSE® vodka, the world’s leading super-premium vodka; DEWAR’S® Blended Scotch whisky, the world’s most-awarded blended Scotch; BOMBAY SAPPHIRE® gin, the top valued and fastest-growing premium gin in the world; MARTINI® vermouth and sparkling wines, the world’s leading vermouth and the world’s favourite Italian sparkling wines; CAZADORES® 100% blue agave tequila, one of the most popular premium tequilas in Mexico and the United States; and other leading and emerging brands including WILLIAM LAWSON’S®, the fastest-growing global Scotch whisky brand; ERISTOFF® vodka, one of the fastest-growing vodka brands in the world; and ST- GERMAIN®, a super-premium elderflower liqueur.
Founded 152 years ago in Santiago de Cuba on February 4, 1862, family-owned Bacardi employs nearly 6,000 people, manufactures its brands at 27 facilities and sells in more than 150 countries. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited. www.BacardiLimited.com