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Tech: Mixed Cocktails App

Jamie Oliver and Bacardi Rum team up to create a “one-stop-shop” for home mixology.


imageBacardi is leading the way 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 family-owned 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 favorite cocktails at home. With the introduction of the Bacardi Mixed Cocktails app and website, at-home hosts will now have the savvy to expertly craft their favorite cocktails at their fingertips.

“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.”

For 14 years, chef and campaigner Jamie Oliver has made cooking delicious food accessible to the home chef through his many television series, best-selling cookbooks, Jamie magazine, and most recently, the online FoodTube series. Now, he has turned his attention to the joy of cocktail-making and as a result he 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 designed by top Bacardi bartender Simone Caporale.

The partnership will also feature monthly content in Jamie Magazine and on, beginning with a series of Italian inspired recipes from Giuseppe Gallo. 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 flavors.”

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