Jamie Oliver launches Drinks Tube

British chef Jamie Oliver has entered the drinks industry with the launch of Drinks Tube, a free educational video channel on You Tube.

Drinks Tube will feature cocktail demonstration videos, as well as food pairings for craft beer and wine, and aims to show viewers how to make or source drinks to enjoy at home.

The channel is sponsored by Bacardi Limited, so drinks are made using the group’s products, including Bombay Sapphire, Bacardi, Cazadores and Martini.

Drinks Tube follows Oliver’s Food Tube which has over 750,000 subscribers.

Oliver has recruited old friends for the channel, such as Gennaro Contaldo, but also enlisted the likes of Simone Caporale, bartender at the winner of The World's 50 Best Bars 2013, Artesian. 

Andy Gibson, chief marketing officer of Bacardi and president of Bacardi Global Brands said: “We hope that our partnership with Jamie inspires people to feel more confident in their understanding of mixology and experimenting with flavours. Whether it’s trying a new recipe at home for friends or choosing the right drink from the menu in a bar, our aim is to demystify the world of cocktails, making it accessible to everyone.”

Jonathan Almond, channel managerof Jamie Oliver’s Drinks Tube, added: “We’re providing a destination for people to discover new, delicious drinks and find out how to make high quality cocktails in their own homes. We’ll also be delving into the increasingly popular craft beer scene and demystifying the world of wine.”