This campaign builds upon corporate and social responsibility initiatives and heritage of the company.

The “Champions Drink Responsibly” campaign has reached out to millions of consumers worldwide to educate them about responsible behaviors when drinking alcohol, including: ‘Have a plan’, ‘Pace yourself’, ‘Stay together’ and ‘Drinking and Driving Don’t Mix’.

Global tennis Champion and Grand Slam winner Rafael Nadal was introduced as the Bacardi Limited Global Social Responsibility Ambassador in March 2011. Rafael Nadal has helped deliver the responsible drinking message to consumers at events in the United States (Miami and New York); China (Shanghai); Australia (Melbourne); Spain (Palma de Mallorca and Barcelona) and Mexico (Acapulco). He even has a Mocktail (an alcohol-free cocktail) named in his honor, Rafa’s Champions’ Mix.

The campaign regularly engages with more than 500,000 fans through the “Champions Drink Responsibly” Facebook™ page, which gives consumers tips on responsible drinking and encourages fans to share experiences of drinking responsibly. The “Champions Drink Responsibly” Facebook™ page is also the location of the latest global consumer promotion “The Champions’ Party”.

“The Champions’ Party” focuses on promoting key responsible drinking behaviors to consumers. Entrants are asked three questions about responsible drinking and consumers must correctly answer all questions before they can submit their details for the chance to win an amazing prize. Winning consumers will be treated to an unforgettable weekend in Spain where they will experience unique Bacardi Limited hospitality and attend “The Champions’ Party” hosted by Rafael Nadal.

In 2012, “Champions Drink Responsibly” hosted consumers from around the world in Mallorca, Spain for the ‘Ace Rafa’ promotion. The winning consumers had all participated in the ‘Ace Rafa’ online tennis game and entered the prize draw for the chance to meet Rafael Nadal. ‘Ace Rafa’ illustrated to participating consumers the importance of ‘being in control’.

Other responsible drinking behaviors are the subject of the latest campaign advertising. “Champions Drink Responsibly” has adopted the ‘T-Sign’ to give consumers a hand gesture that works in any language, in any bar, anywhere in the world – and is used to display not only their support for the campaign, but also to make sure their own nights out with friends are memorable for the right reasons. Meaning ‘Time Out’, consumers can use the ‘T-Sign’ when they want to take a break from drinking alcohol. The five images are fronted by Rafael Nadal making the ‘T-Sign’ to represent: ‘Time Out’, ‘Keep it together’, ‘Start the night with a plan’, ‘Taxi’ and ‘Make your next serve a Mocktail’.

The Bacardi Limited “Champions Drink Responsibly” campaign was launched in 2008. Seven-time Formula 1™ World Champion Michael Schumacher was the first Bacardi Limited Global Social Responsibility Ambassador, and to mark the launch Bacardi Limited was joined by the EU Transport Commissioner and Michael Schumacher as it became a signatory to the European Road Safety Charter.

“Drinking and Driving Don’t Mix” was the key message that together “Champions Drink Responsibly” and Michael Schumacher publicized to consumers. Michael Schumacher acted as the designated driver for consumers who correctly answered a series of questions about the message ‘Drinking and Driving Don’t Mix’, at the legendary Ascari racetrack in Spain. Moreover he was the designated driver for Salvatore Calabrese, one of the world’s best mixologists, while Calabrese tried to mix a cocktail in the passenger seat of a car. This video was premiered in front of 70,000 people at the Race of Champions™ event in Beijing, China and on the “Champions Drink Responsibly” YouTube™ channel. Michael Schumacher also used his appearance on internationally popular BBC TV show Top Gear™, when he was revealed as the mystery driver The Stig™, to discuss his role with Bacardi Limited and promote the ‘Drinking and Driving Don’t Mix’ message to millions of viewers.

The Bacardi Limited “Champions Drink Responsibly” campaign has been awarded Corporate Social Responsibility Campaign of the Year at the Public Relations Consultants Association Awards 2009. This follows its earlier achievement in winning the Best International Communication at the European Excellence Awards 2008, seen by many as a gold standard in the public relations industry.