Whilst I was Head of Digital at Bacardi, we struck a three-year deal with the Jamie Oliver Group to co-create content that features Bacardi brand ambassadors, mixologists, bartenders and its range of products on the channel.

Barcardi’s products include Bacardi rum, Grey Goose vodka, Dewar’s whisky, Bombay Sapphire gin and Martini vermouth.

The new channel, which is a companion site to Oliver’s existing Food Tube channel, is targeted at consumers who are searching online for cocktail information.

The partnership also featured monthly content in Jamie Magazine and on jamieoliver.com, beginning with a series of Italian-inspired recipes from Giuseppe Gallo, Martini’s global brand ambassador. The deal extended to allow Bacardi spirits to feature on the new cocktail menus in the 33 Jamie’s Italian restaurants in the UK and five locations internationally.

“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.” Jamie Oliver

I was the UK lead for Jamie Oliver Drinks Tube Partnership

The results

Over 4,000,000 video views in first quarter.

Proving £50,000 upweight on UK sales through key retail activations.

In short

Partnerships, Social Media, Video, Luxury.