Bacardi, Jamie Oliver Craft Viewers’ Requested Cocktails on YouTube


The spirits brand and the celebrity chef celebrate summer cocktails with the audience on their collaborative YouTube channel, Drinks Tube

Daniela Walker
  • 30 july 2014

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.

Drinks Tube


Brand Engagement At The Gates Of The World's Largest Open-Air Gallery

Asia Yesterday

Safe Drivers Rewarded In Japan With Free Coffee

Driving Barista is a new app that encourages Japanese motorists to put their phones down as they drive

Arts & Culture Yesterday

Michael Kors Has Designed Their Own Instant Camera

In a partnership with Fuji, the limited edition Instax Mini 70 comes in an exclusive metallic gold color


Get PSFK's Related Report: Future of Automotive

See All
Health Yesterday

Manage Your Emotional Health Through Your Phone

Pharmaceutical company Pfizer has created a new iOS app meant to help patients track mental progress and set goals

Food Yesterday

Delete Food Pics Off Of Instagram To Feed The Hungry

Land O'Lakes and Feeding America are donating meals for every picture of a meal taken off of the social platform

Related Expert

Amit Zoran

Integration of Classical & Computational Systems

Design & Architecture Yesterday

This Shape-Shifting Pod Could Be The Future Of The Cubicle

MIT and Google have designed a new form of work enclosure meant to offer privacy in open-office layouts

Advertising Yesterday

Billboard Spies On People As They Walk By

To promote the movie "Snowden," the advertisement broadcasts information on passersby without their knowledge

Fashion Yesterday

Anti-Pollution Scarf Helps Cyclists Ride Through Cities

An innovative system filters pollutants and its accompanying app monitors quality of the air


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed september 27, 2016

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

PSFK Labs Yesterday

New Mentorship Ecosystems Benefit All Levels Of An Organization

PSFK’s Future of Work report explores how technology is being leveraged to support cross-team communication

Automotive Yesterday

Volvo’s Self-Driving Trucks Will Soon Be Put To Work In An Underground Mine

The fully-automated vehicles are part of a development project to help improve safety for workers

Op-Ed Yesterday

Energy Expert: How American Consumers Are Taking Control Of Their Power Use

Jennifer Tuohy, green tech expert at The Home Depot, discusses green home technologies and developments for renewable technologies in US homes

Work Yesterday

Editorial Roundtable: How Will Companies Staff The Workplace Of The Future?

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX examine the ways that a people-first workplace might disrupt the job hiring process

Arts & Culture Yesterday

Mischievous Drone Will Drop Paint-Filled Balloons On Targets Of Your Choosing

A German photography team developed the flying device to accurately deliver a payload wherever needed


Future Of Work
Cultivating The Next Generation Of Leaders

Fashion Yesterday

100 Backpacks Made For The World’s Top Influencers

Heineken and TUMI have collaborated on a unique custom NYC-inspired bag

Financial Services Yesterday

This Peer-To-Peer Insurance Company Is Powered By Bots

Lemonade is a new product designed to lighten the paperwork and provide instant, helpful service when needed

No search results found.