Drinking alcohol is a matter of personal choice, and most consumers choose to drink in moderation. Alcohol can cause harm, however, if it is misused. Encouraging responsible decision-making by legal drinking age consumers and discouraging inappropriate consumption of our products is, therefore, a key priority for Bacardi. It is the focus of our activity within the Marketplace pillar.
Our ambition is to be best in class in promoting responsible drinking and in ensuring we market our products in a responsible way. To this end, we aim to continue to uphold our excellent record of compliance with responsible marketing codes and to partner with other beverage alcohol producers, distributors and other third party organizations to build and promote effective responsible drinking initiatives.