03 May 2014 12:59

Bacardi teams with Jamie Oliver for Online Drinks Platforms

Bacardi is looking to simplify cocktail-making with two new platforms designed to make it easy for consumers to create their own cocktails. Through a fully integrated, cross-portfolio partnership with Jamie Oliver Group, the drinks company is poised to bring the art of cocktail making to the food and drink DIY-ers who want to learn how to make their favourite cocktails at home. Look out for the Bacardi Mixed Cocktails app and MixedCocktails.com website, as well as the newly launched Drinks Tube.

"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 at home using their favorite 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."


Bacardi and the Jamie Oliver Group

For 14 years, chef and campaigner Jamie Oliver has made cooking delicious food accessible to the home chef. Now he has turned his attention to the joy of cocktail-making and, as a result, has joined up with Bacardi to foster the ever-growing cocktail culture and bring the fine art of cocktail making to kitchens everywhere.

The first result of the new partnership between Bacardi and the Jamie Oliver Group is the launch of DrinksTube, the companion YouTube channel to FoodTube. Bacardi is the exclusive spirits partner for DrinksTube and will co-create content that features various Bacardi Brand Ambassadors, mixologists and bartenders. The new channel is targeted directly at consumers who are searching online for cocktail information and inspiration. Each Friday, a new cocktail segment will debut on the channel, featuring classic cocktails such as Espresso Martinis and Margaritas to seasonal creations like the Grey Goose Chocolate Cocktail designed by Simone Caporale.

The partnership will also feature monthly content in Jamie Magazine and on jamieoliver.com. Additionally, Bacardi spirits will feature on the new cocktail menus in Jamie's Italian restaurants in the UK (33 doors) and five locations internationally, delivering significant menu presence for Bacardi drinks and increased pouring rights for Bacardi products.

"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," says 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."

Gibson adds, "The partnership with the Jamie Oliver Group will bring this mission to life by providing a series of multiple touch points for consumers, whether that is through social media, Jamie Magazine or sitting at the bar in one of his restaurants. Jamie's practical and no-nonsense approach to food, combined with the cocktail expertise of the top Bacardi brand mixologists featured in the app will help to inspire people to have a go at home and try out new and exciting cocktails. Or, to simply learn how to perfect the skills needed for the classics."

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