As the world’s largest private spirits company, with more than 200 brands and labels, Bacardi Limited is keenly aware of its corporate responsibility.
Bacardi may be associated with celebration and good times, but this image is always tempered by the message to ‘Enjoy responsibly’.
And around the world, Bacardi has chosen international sports icons to drive this message of moderation home.
‘Champions Drink Responsibly’ was launched in April 2008 with Formula One champion Michael Schumacher as the first Global Social Responsibility Ambassador for Bacardi.
Schumacher took part in a series of publicity events to promote the message of ‘Drinking and Driving Don’t Mix’. He also spoke about his role with Bacardi on the BBC TV show Top Gear, watched by millions of viewers worldwide.
In 2008 the ‘Champions Drink Responsibly’ campaign received Best International Communication award at the European Excellence Awards.
Bacardi Limited says its campaign builds on the company’s heritage since its foundation in 1862.
Bacardi’s first social responsibility advertising campaign dates back to Mexico in the 1930s, with the slogan ‘Bacardi wishes to sell, but it does not want the money you should use to buy bread’.
In the 1970s, it initiated an anti-drink driving campaign with the advertising slogan ‘Bacardi mixes with everything. Except driving’.
Last March, Rafael Nadal became the latest Bacardi Limited Global Social Responsibility Ambassador.
The winner of 10 Grand Slam titles, Nadal serves up the message of responsible drinking by telling consumers in a campaign image, “I’d always tell my friends where the line is.”
In November, Bacardi Limited launched a free prize draw, giving people the chance to meet Nadal, by competing in its online ‘Ace Rafa’ virtual reality video game.
At the launch of the latest ‘Champions Drink Responsibly’ campaign, Nadal said: “This campaign is really important for the people. I believe in this campaign, I believe that alcohol is part of a great party for friends, with family, but always with responsibility.”
The global communications campaign encourages people to behave and act responsibly in the consumption of alcohol, by choosing the ‘Champions Way’.
Since it was launched in April 2008, the message has reached an estimated 37 million consumers.
On the Bacardi Limited website www.championsdrinkresponsibly.com the company states: “The Champion’s Way exists because we care about our consumers and want them to enjoy our brands responsibly.”
The website includes practical tips for a safe night out or throwing a party, and
stresses the message of looking out for your friends, either by appointing a designated driver or using taxis or public transport to get home safely.
In Bermuda, the company’s commitment to the principle of responsible drinking can be seen in its sponsorship of the CADA (Centre for Alcohol and Drug Abuse Prevention) ‘Let Us Drive’ campaign.
Bacardi is the lead sponsor of the charity’s free late-night taxi service to adults on a Friday evening out in Hamilton.
CADA launched the scheme in May 2007 to discourage drink-driving on Bermuda’s roads.
The taxis are available every Friday night, from 3:15-3:45am Saturday, outside the LOM Building in Reid Street.
Bacardi was the first sponsor of ‘Let Us Drive’, which has transported almost 7,000 people safely home in the past five years.
Gillian Freelove-Jones, CADA’s executive director, said: “It is impossible to quantify how many lives have been saved through Bacardi Limited’s generous support and sponsorship of the ‘Let Us Drive’ service.
“On behalf of the board and staff at CADA, we thank everyone at Bacardi Limited and look forward to many years of continued partnership as together we work to encourage responsible alcohol behaviour.”
For more information on Bacardi responsible drinking initiatives go to: www.championsdrinkresponsibly.com and www.bacardilimited.com. CADA’s website is at: www.cada.bm.