Bacardi Limited Global Marketing Principles

Bacardi Limited is committed to the responsible and safe consumption of our brands by legal drinking age (LDA) consumers. We are extremely proud of our portfolio and are committed to long-term brand-building in a socially responsible manner. We will never market our brands to consumers under the LDA. We also discourage irresponsible consumption of our brands and urge consumers who choose to drink to do so responsibly.

These principles are to be applied to the broad mix of marketing activity, which is generated by the global, regional and local marketing teams that are engaged in producing marketing activities for our brands.

Principle 1
All Bacardi Limited companies, agencies and employees must comply with the laws, regulations and self-regulatory codes applicable from time to time to their marketing and promotional practices
Principle 2
All marketing and promotional practices will present the responsible enjoyment of alcoholic beverages and will not encourage the misuse of alcohol through the presentation of excessive consumption or situations where irresponsible consumption is accepted.
Principle 3
All Bacardi Limited products will provide clear information on alcohol content. A message of responsible enjoyment will be included on commercial communications, as well as on all Bacardi Limited products.
Principle 4
The content and placement of all marketing and promotional practices will be directed toward consumers of the required legal age to purchase alcohol beverages in the relevant markets, and will avoid associations with images and music that would appeal primarily to underage individuals.
Principle 5
All marketing and promotional practices will support the safe consumption of alcohol beverages and will not associate the consumption of alcohol beverages with any potentially dangerous activity, such as driving motorized vehicles, operating machinery or performing hazardous athletic activities.
Principle 6
Corporate communications may recognize reputable evidence of the physical benefits from moderate alcohol consumption, but marketing activities will not claim medicinal or performance properties for Bacardi products.
Principle 7
Marketing and promotional practices will not be associated with any individual or group behavior that is anti-social, violent or destructive.
Principle 8
All marketing and promotional practices must be in good taste and must not contain indecent, demeaning or insulting materials.
Principle 9
We recognize the digital space is an alternative community for consumers to network, communicate and comment on products and services. We are to be honest, transparent, legal and truthful and ensure none of our communications attempt to mislead our consumers. The privacy of the consumer in the digital space should be observed at all times.