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Hires, Wins & Business

Jamie Oliver's Drinks Tube Celebrates 100,000 Subscribers

Gravity Road, 2 years, 8 months ago

Star chef enjoys success of Gravity Road & Fresh One produced channel

Jamie Oliver's Drinks Tube Celebrates 100,000 Subscribers

Jamie Oliver’s Drinks Tube has signed up 100,000 subscribers in less than ten months since launch in April 2014 - a major milestone for Europe’s fastest-growing drinks channel on You Tube.

The channel’s organic growth rate has also seen it generate over 3,250,000 views.

Created in partnership with Bacardi, to entertain, educate and inspire, Jamie Oliver’s Drinks Tube brings viewers regular, fresh and original drinks news and features.

Produced by Fresh One Productions and developed with Gravity Road, the channel’s content ranges from step-by-step guides on making the best cocktails, to information on the latest wines and craft beers, to and food and drink pairings.

Along with Jamie Oliver, Drinks Tube features experts from all areas of the food and drinks industry – including chefs Gennaro Contaldo and DJ BBQ, and award winning bartenders Simone Caporale and Richard Hunt.

Since launch, Jamie Oliver’s Drinks Tube has expanded from its initial online presence by engaging with consumers face-to-face, including live events and popup bars. Last year saw July’s ‘Cocktail Request Week’ – for which the channel opened a popup cocktail bar inside Old Street Station.  

During London Cocktail Week in October, Drinks Tube opened a ‘live studio’ in Bricklane hosting two live broadcasts and encouraging members of the public to create their own cocktails from a variety of spirits and fresh ingredients from a ‘market table’.

Jonathan Almond, Drinks Tube Channel Manager said: "We're thrilled to have hit this milestone within the first 10 months of the channel. A huge thank you to the brilliant drinks experts who work with us and - of course - to our subscribers."

Heide Cohu, Bacardi Global Consumer Experience & Engagement Director said “Only a handful of global brands have developed a channel of this scale.  With Jamie and Drinks Tube’s we are inspiring people with our cocktails.  It’s super smart.  This great content is also winning in search - type Gin and Tonic into YouTube and our video is No.1.  We are well on our way to our ambition: to be the world’s largest publisher of cocktail content”

Jamie Oliver’s Drinks Tube sits under the Jamie Oliver’s Food umbrella which has rapidly established itself as one of the leading networks of food channels in Europe. 

Creative Agency

Creative Agency: Gravity Road

Production Company

Production Company: Fresh One

Category: Alcoholic drinks , Spirits

Genre: Digital