Our flagship social responsibility campaign spreads the message of responsible drinking to legal drinking age adults throughout the world.

This campaign builds upon corporate and social responsibility initiatives and heritage of the company since its founding in Santiago de Cuba in 1862.

In March 2011, Rafael Nadal, ATP World Tour® #1 ranked player, was introduced as the new Bacardi Limited Global Social Responsibility Ambassador. Winner of ten Grand Slam titles, Rafa was introduced by Bacardi Limited President and Chief Executive Officer Seamus McBride at the global launch event in Miami.

At the event, attended by global media, Bacardi Limited also premiered the new “Champions Drink Responsibly” global advertising campaign. The advertising, shot by internationally acclaimed Nadav Kander, features Rafael Nadal educating consumers about responsible drinking. In the lead visual, Nadal holds his racquet over a cocktail glass accompanied by the message, “I’d always tell my friends where the line is.”

“Champions Drink Responsibly” was launched in April 2008 at the Brussels Autoworld Museum where seven-time Formula One TM world champion Michael Schumacher was unveiled as the first Bacardi Limited Global Social Responsibility Ambassador and together promoted the message ‘Drinking and Driving Don’t Mix,’ The event received high-level political endorsement with the EU Transport Commissioner witnessing the signing of the European Road Safety Charter by Bacardi Limited.

In May 2009, Michael Schumacher acted as the designated driver for consumers and Bacardi employees, as part of a global promotion which asked both consumers and employees to answer a series of questions about the message ‘Drinking and Driving Don’t Mix.’ These consumers won the drive of a lifetime, as Michael Schumacher drove them around the legendary Ascari racetrack in southern Spain. The winners were also treated to an exclusive lesson in mixing alcohol-free cocktails.

To bring the campaign to life, a viral video was produced showcasing Michael Schumacher as the designated driver for Salvatore Calabrese, one of the world’s best mixologists, while Calabrese was challenged to make a cocktail in the passenger seat of a car while being driven by Michael Schumacher. We premiered this video in front of 70,000 people at the Race of Champions™ event in Beijing, China. 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 worldwide.

Champions Drink Responsibly continues to engage consumers through a variety of traditional media, public relations, and digital channels including a YouTube® channel and, for the first time, a “Champions Drink Responsibly” Facebook® page to inform and engage consumers about responsible drinking and their personal choices.

In October 2009, the Bacardi Limited Champions Drink Responsibly campaign was 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.