Drinkstube: A Partnership that wins at search
Bacardi Global Brands is the world’s third biggest spirits business; in the UK it’s outspent significantly by its rivals. But in search – where content is more powerful than cash – we knew that a clever agile approach could outflank competitors.
How could we own organic Google search results, become prominent within credible cocktail content and create an active community of cocktail fans (key social influencers) who could share their inspiration and experience?
The unbranded mixedcocktails.com site and app were born, pulling together recipes from across all Bacardi brands into formats easy for users to find.
Just as we began planning content strategy, a chance encounter with Jamie Oliver catapulted this project forward. Jamie’s capture of search results has been astonishing, could his plan to launch Drinkstube, match the success of his Foodtube channel?
Jamie wanted to democratise cocktail making so we hatched a plan for a 3-year partnership with Bacardi. In the past year there have been 52 ‘Friday upload’ videos produced and published, 12 of which featured Jamie. Also an additional 25 videos produced for Cocktail Request Week and 8 videos for FoodTube. There have been three live shows – one for Food Tube live and two shows live from London Cocktail Week.
Having launched in April 2014, Drinkstube is already the biggest cocktail YouTube channel in the world, and has become the go-to destination for cocktail-making and growing audiences around Bacardi platforms. Drinkstube has organically attracted 150,000 subscribers and 4.79m views. Even more impressive, we have transformed Google search rankings, becoming the No. 1 for key influencer cocktails such as Mojito.