As a global player in alcohol beverages, we expect to take a leadership role in marketing our brands in a manner in which we take pride and we will observe the relevant laws in both the letter and the spirit.

Bacardi Limited implemented "Social Responsibility: Principles and Procedures for Marketing" in 2004 and reinforced the Principles in September 2009. Everybody who is involved in the process of creating marketing material and activity is expected to contribute to the best of their individual and collective ability to ensure that we are complying with these Principles and Procedures.

Social responsibility compliance is required as part of our sales and marketing activities whether, for example, this involves advertising development, promotional activity with our retail customers, brand advocacy development as part of our on-premise education programs or in contact with legal drinking age consumers directly through our experiential marketing events.

We give training in applying these principles to all of our marketing activity. This training is ongoing and we expect it to be integrated into the way we deliver marketing communications.

Great brands deserve the best creativity and responsible marketing and we aim to meet and exceed our social responsibility ambitions. As well as observing the relevant rules applicable to our industry in both spirit and letter, we expect all our employees, agencies and 3rd party distributors to comply with the Global Marketing Principles.

Principle 1

All Bacardi companies and employees must comply with the laws, regulations and self-regulatory codes applicable 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 products will provide clear information on alcohol content. A message of responsible enjoyment will be included on all commercial communications as well as all Bacardi products.

Principle 4

The content and placement of all marketing and promotional practices will be directed towards consumers of the required legal age to purchase alcohol beverages in the relevant markets, and will avoid associations with images and music that would primarily appeal 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.