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.
All Bacardi Limited companies and employees must comply with the laws,
regulations and self-regulatory codes applicable to their marketing and
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.
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.
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.
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
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.
Marketing and promotional practices will not be associated with any individual or group behavior that is anti-social, violent or destructive.
All marketing and promotional practices must be in good taste and must
not contain indecent, demeaning or insulting materials.