Bacardi and Jamie Oliver promote home mixology with the new Drinks Tube channel

Bacardi, the international producer of spirits, has signed a deal with Jamie Oliver, who will be fronting the recently launched new channel on YouTube, Drinks Tube. The British celebrity chef will teach the audience some great secrets of mixology throughout the initiative.

The Drinks Tube channel, which has already launched on YouTube, comes as a companion online destination to Oliver’s popular Food Tube channel. Just like its “bigger brother,” the new site will be explaining users how to reach perfection in crafting restaurant meals (in this case—drinks). Using products of Bacardi—Bacardi rum, Grey Goose vodka, Dewar’s whisky, Bombay Sapphire gin and Martini vermouth,—Jamie will be mixing cocktails, explaining each step in his lively manner.

The series started with a selection of Italian-inspired recipes from Giuseppe Gallo, Martini’s global brand ambassador. Visitors to the hub can now discover recipes illustrated by Jamie as well as Simone, a professional bartender, tips on how to buy the best wine, insights into five beer styles, and many more.

As part of the partnership, Jamie Magazine and the website will feature monthly branded content from Bacardi. Plus, 33 Jamie’s Italian restaurants in the UK and five locations across the globe will feature Bacardi spirits on the new cocktail menus. Along with collaborating with Jamie, Bacardi is rolling out a dedicated site and a cocktail-making app.

“We want to inspire everyone with the passion to be more adventurous in their own homes, to realise that we can all be ‘home mixologists’, and to have fun with ingredients and flavours,” commented Mr. Oliver.