BACARDÍ is the world's favorite rum and most awarded spirit
MARTINI has become the
symbol for Italian glamour
to set the luxury
November 18th, 2014
November 6th, 2014
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We are the largest privately held
spirits company in the world. We produce and market a variety of internationally recognized
spirits and wines.
Family-owned Bacardi has a presence in more than 150 markets worldwide including the United States, Spain, France, the United Kingdom, Mexico, Germany, Italy, China, Brazil and Russia. The Bacardi brand portfolio includes more than 200 brands and labels including BACARDI® rum, the world's best-selling and most-awarded rum, as well as the world¹s most-awarded spirit; GREY GOOSE® vodka, the world's leading super premium vodka; DEWAR'S® Blended Scotch whisky, the world¹s most awarded blended Scotch and the number-one selling premium blended Scotch whisky in the United States; BOMBAY SAPPHIRE® gin, the top-valued and fastest-growing premium gin in the world; MARTINI® vermouth and sparkling wines, the world¹s leading vermouth and the world's favorite Italian sparkling wines; CAZADORES® 100% blue agave tequila, one of the most popular premium tequilas in Mexico and the United States; and other leading and emerging brands, most of which are sold globally.
Bacardi has been owned and operated by seven generations of Bacardi family members since Don Facundo Bacardí Massó founded the company in Santiago de Cuba on February 4, 1862.
Champions Drink Responsibly
Our global campaign for responsible drinking
Our flagship social responsibility campaign "Champions Drink Responsibly" spreads the message of responsible drinking to legal drinking age adults throughout the world through digital and traditional media, as well as special events. This campaign builds upon the Bacardi Limited corporate responsibility initiatives, and a heritage that dates back to the Company’s founding in Santiago de Cuba in 1862.
Four key behaviors
“The Champion’s Way” comprises four key behaviors that consumers can easily adopt: “Have a plan,” “Pace yourself,” “Stay together” and “Drinking and driving don’t mix.”
The “T-Sign” is a way of communicating to others that they should take a break from drinking alcohol. The T-Sign works for consumers in any language, in any bar, anywhere in the world. It is a great way for people to show their support and raise awareness of the campaign.
Mocktails—enjoyable alcohol-free alternatives—are the perfect way for people to pace themselves. MixLab is a handy website and Facebook® app allowing consumers to source a mixologist-created Mocktail, and to follow simple steps to make it themselves.
Since the launch of the Bacardi Limited “Champions Drink Responsibly” campaign in 2008, the goal was to raise global awareness of the program and its important social responsibility messages. Our two Global Social Responsibility Ambassadors – Michael Schumacher and Rafael Nadal – did just that, travelling the world educating consumers about responsible drinking behaviors to better ensure legal drinking age consumers make informed choices about how to enjoy alcohol. The “Champions Drink Responsibly” campaign has evolved into local market “Champions” to further reach consumers where they work and live to show that each one of us can be a Champion. The time is right to take the campaign in a new direction from a global outlook to working with all of our fans at a local level, understanding the varied drinking cultures and traditions in different countries. We launch in Australia with world champion surfer Joel Parkinson as our local “Champions Drink Responsibly” Champion. Joel is a true Champion. He is dedicated to being the best and he embodies the values of ‘The Champion’s Way’ as he is a passionate supporter of responsible drinking. Joel’s message will be amplified by more than 1 million fans on Facebook®, complemented by a strong presence on both Instagram® and YouTube®.