The spirits brand and the celebrity chef celebrate summer cocktails with the audience on their collaborative YouTube channel, Drinks Tube
A few months ago, Jamie Oliver launched Drinks Tube – his dedicated YouTube channel for all things mixology – with Bacardi as the exclusive spirits partner. Now the duo are celebrating ‘summer cocktail month’ with Cocktail Request Week – a 5-day event where expert bartenders turns cocktail enthusiasts’ requests into delectable drinks.
Drinks Tube has set up a pop-up studio for the week inside Old Street underground tube station in London, where Simone Caporale, International Bartender of the Year, and top bartender Rich Hunt – along with special guests from Food Tube – are responding to viewers requests as commuters walk by. Fans send their inspiration to the team using the #CocktailRequest on social media platforms Twitter, Facebook and Instagram. Throughout each day, five requests are chosen to be translated into customized drinks.
In a statement, Jonathan Almond, Drinks Tube Channel Manager, says:
Cocktail Request Week is a hugely exciting initiative for us – for a whole week we’ll hand the channel over to the audience. We can’t wait to see what inspiration they send our way.
The inspiration thus far has engender a host of tasty new cocktails with fine ingredients and fancy names. A Twitter picture of a watermelon on the beach in Mallorca was the starting inspiration for the Guanabana Banger cocktail (below) – a mix of Bacardi white rum, fresh watermelon, guanabana juice, tamarind sauce and lime. Singer Ed Sheeran even tweeted to Oliver for a drink request. His desire for “anything with cucumber or coffee” inspired an Ed Sheeran Shake cocktail made out of Dewar’s Scotch whisky with Benedictine herbal liqueur, black coffee and vanilla ice cream.
Drinks Tube has garnered a steady following since its launch in April. It now has over 45,000 subscribers and over 825,000 views, while its retention rate for videos is 72% – a high percentage for a sector where it is easy to switch from one YouTube tutorial to the next. Cocktail Request Week is a clever marketing initiative to both keep Drink Tube’s established fans engaged – giving them shareable content that they will spread through their own social media channels – while also gathering new fans by putting more control over content in their hands in competitive fashion.