Promoting responsible consumer choices.

Drinking alcohol is a matter of personal choice, and most consumers who choose to drink do so in moderation. Alcohol can cause harm if it is misused, however. It is therefore in our interest to market our products responsibly and encourage consumers to enjoy drinking our brands in moderation.

We are proud of the quality and heritage of our brands and want them to be consumed appropriately. Encouraging responsible decision-making by legal drinking age (LDA) consumers and discouraging inappropriate consumption of our products is a key priority for our Company.
   
The Bacardi Limited Global Marketing Principles represent our highest global standards for producing all of our marketing materials, and our commercial teams are trained and held accountable to comply with these principles. We expect to comply with relevant local laws and regulations and in fiscal 2013, as in previous years, we had no consumer complaints that were upheld by regulators.
CHRIS SEARLE  |  International Affairs and Global CSR Director

Chris Searle

International Affairs and Global CSR Director

In the Marketplace section of our Corporate Responsibility report, we report on two strategic issues: responsible marketing and responsible drinking.

On responsible marketing, the Bacardi Limited Global Marketing Principles represent our highest global standards for producing all of our marketing materials. Our commercial teams are trained and held accountable to comply with these principles. Our code of marketing principles is fully aligned with industry codes of the International Center for Alcohol Policies (ICAP), the Distilled Spirits Council (DISCUS) and spiritsEurope. We also expect to comply with relevant local laws and regulations.

We take our responsibilities seriously and in fiscal 2013, as in previous years, no consumer complaints on our marketing materials were upheld by regulators.

We have robust processes in place to review and approve marketing materials. We have activities under way to update our systems, and we will elaborate on this subject in our next report.

On responsible drinking, we promote drinking in moderation to LDA consumers globally. We use “enjoy responsibly” as a moderation statement on our labels and in our advertising. This statement replaced our previous admonition to “drink responsibly” after nongovernmental organizations commented that it actively instructed consumers to drink. We encourage regular consumption and responsible enjoyment of our brands for those who choose to drink. This is part of our business strategy to encourage consumers to choose our premium spirit brands.

Our responsible drinking flagship project is our awardwinning global campaign, “Champions Drink Responsibly.” This year marked the second full year that tennis great Rafael Nadal has served as the Bacardi Limited Global Social Responsibility Ambassador and champion of this campaign.

We raised awareness around the world of our four key responsible drinking messages, shown below, as we hosted consumer and media events in New York, Majorca, Acapulco and Barcelona.

Champions Drink Responsibly encourages consumers to:

  • Have a plan for the evening so that everyone has an amazing time.
  • Take their time over their drinks and choose quality over quantity.
  • Be a true friend and look out for each other.
  • Have a plan to make sure that everyone gets home safely. We all know that drinking and driving don’t mix.

In this way, consumers can ensure that they have a great and memorable evening.

We also share these messages through digital and social media. In its first year, the campaign’s Facebook™ page attracted over half a million fans. We also conduct press conferences, consumer events and global online competitions (e.g., Ace Rafa, Mix with Rafa) to spread these four core messages.

CHRIS SEARLE , International Affairs and Global CSR Director
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