Caring About Responsible Drinking

Standards & Codes of Practice We run programs all over
the world to ensure that legal
drinking age and above
consumers are exposed to
responsible drinking messages.

A key focus for us is tackling the issue of drinking and driving.

Promoting responsible drinking in the U.S.A.

Bacardi U.S.A., Inc. celebrated the 20th Anniversary of The Century Council (TCC) this year. As a founding member of TCC, Bacardi has been a proud supporter of the TCC’s initiatives to promote responsible drinking and fight college binge drinking and drinking and driving:

  • Since its establishment in 1991, TCC programs have contributed to a 32% reduction in drinking and driving and a 49% decline in underage drinking in the U.S.
  • TCC’s College Binge Drinking Initiative is a research program that seeks to better understand this major health and safety issue affecting U.S. college and university students. TCC has been working with higher level educational institutions for more than a decade on creating strategies to combat over-consumption, such as student-led, on-campus campaigns and national student advertising competitions.
  • Successful TCC programs against underage drinking include “Ask, Listen, Learn: Kids and Alcohol Don’t Mix,” “We Don’t Serve Teens,” “Girl Talk,” and more.
  • TCC has set a firm national agenda against hardcore dangerous drivers. The approach targets dangerous drivers who drive well over the legal limit, do so repeatedly, and are responsible for a disproportionate share of drinking and driving fatalities.

Germany “ Die Sichere Nacht” – The Safety Night

The Bacardi Germany “Driver’s Corner” program launched “The Safety Night” roadshow at German nightclubs in partnership with DEKRA, the market leader for automotive services. The roadshow aims to improve road safety and reduce road accidents caused by alcohol by delivering the no drinking and driving message.
“Driver’s Corner” is a designated driver program that has engaged more than 40,000 young adult drivers and passengers over six years by providing free soft drinks to designated drivers.


In Thailand, we ran a responsible drinking campaign at a music festival in March 2011. The campaign focused on drinking and driving and drinkers’ safety. Alcohol breath testing was offered while free water and “Know Your Limit” t-shirts were distributed. This market is one of the more restrictive ones for alcohol advertising and promotion and programs such as this one are key to educating consumers who do not have access to commercial messages.