We believe great brands
deserve the best creativity
and responsible marketing.
We expect all our people to be proactive in the pursuit of
delivering our social responsibility obligations.
Bacardi Limited is the largest privately held spirits company in the world. The Company produces and markets a variety of premium spirit brands that are distributed and sold globally. We are committed to managing our operations responsibly to benefit our people, consumers, customers, suppliers, local communities and to protect the environment.
We will work diligently to do this by:
Showing leadership in all our marketing activities which will comply with our Global Marketing Principles
Ensuring our employees are trained in alcohol issues so they act as ambassadors in promoting responsible drinking
Aiming to achieve compliance with self-regulatory mechanisms designed to deliver responsible advertising and marketing campaigns in the marketplace
Contributing to educational initiatives and programs on the use of alcohol
Regularly reviewing our activities in the context of the dynamic marketplace environment by taking into account additional stakeholder interests, being open to dialogue for change and striving for continuous improvement in marketplace delivery and public policies for alcohol regulation
Bacardi Limited launched its Global Marketing Principles in 2004 and updated them in 2007 with the commitment to continue to train the commercial employees who are involved in the process of creating marketing materials -- including external suppliers and agencies. In 2009 we updated the guidelines that set out how to implement the principles, adding a section on how to comply with the principles when creating digital marketing material.
We will review adherence to this
policy and issue guidance on how
these priorities should be interpreted
from time to time.