VisionWe strive for a safer and more sustainable business environment to market and sell our products. We will achieve this by adhering to applicable laws, regulations and partnering with our competitors and others in responsibility campaigns and initiatives to reduce the harmful use of alcohol.
As signatories to the 2012 Global Producers’ Commitments to Reduce the Harmful Use of Alcohol, Bacardi achieved first-year success in a number of action areas, such as marketing-agency contract compliance, limiting television advertising exposure to underage viewers, and participating in programs to help combat underage drinking. We also updated our Bacardi Global Marketing Principles by adding a new principle that covers digital marketing, a policy on energy drinks and the Global Producers’ Commitments.
Promoting responsible consumer choices.
The vast majority of consumers who choose to drink alcohol do so responsibly. However, too many people still misuse it, causing harm to themselves or others. At Bacardi, we are doing what we can to reduce this. Importantly, in our own marketing and selling activities, we show by example that the harmful use of our products is neither desired nor encouraged. Our marketing materials and selling practices adhere to the various codes that we sign up for with our competitors. And whenever possible, we partner with our competitors and others in programs that encourage consumers to enjoy drinking in moderation.
The Bacardi Global Marketing Principles represent our highest standards for producing all marketing materials. Our commercial teams are trained and held accountable for complying 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 of the United States (DISCUS) and spiritsEUROPE. We also abide by relevant local laws and regulations.
We take our responsibilities seriously. In fiscal 2014, one incident was found in violation of our voluntary trade association marketing guidelines in the United States. Once confirmed, the Company took immediate corrective action.
We have robust processes in place to review and approve marketing materials. Activities are underway to update our systems and we will elaborate in our next report.
Globally, Bacardi promotes drinking in moderation for legal drinking age (LDA) consumers. Currently, we use enjoy responsibly as a moderation statement on labels and advertising. In the next few years, we will provide additional information on our labels regarding responsible alcohol consumption. We encourage enjoyment and responsible consumption for those who choose to drink our premium brands. Our responsible drinking flagship project is the award-winning global campaign, Champions Drink Responsibly. For the third year, tennis great Rafael Nadal served as the Bacardi Global Social Responsibility ambassador and champion of this campaign.
This year also marked the first implementation of the Beer, Wine and Spirits Producers’ Commitments to Reduce Harmful Drinking. These Commitments are the most ambitious and comprehensive set of initiatives ever undertaken to address the misuse of alcohol beverages. Bacardi and other producer signatories worked closely with ICAP and the Global Alcohol Producers Group (GAPG) to develop the Commitments. They are designed to support the WHO Global Strategy to Reduce the Harmful use of Alcohol. Bacardi and other producers made great progress this year. We learned a lot and already are building to accelerate our efforts.