In the United States, the Century Council recently created the 65% Campaign to encourage parents to play a more active role in keeping alcohol out of the hands of teens. This campaign is based on recent findings that 65% of youth obtain the alcohol they drink from their family and friends. Since The Century Council's inception, more than ten million posters, decals, buttons and employee information brochures have been distributed free of charge to retailers and wholesalers nationwide. Bacardi also teamed up with the Century Council to produce a helpful Tip Card that was distributed at last year's Orange Bowl Football Classic.

In the United Kingdom, retailers launched the Challenge 21 program to reduce the availability of alcohol for purchase by underage drinkers.

Bacardi worked with local police and the City Council Licensing Unit to launch the Best Bar None Awards in Southampton, an accreditation program for pubs, clubs and bars. We also sponsored a late-night free bus service across the Christmas period in Southampton as part of a city centre transport initiative.

Through our involvement with the IBA (International Bar Association), we are working with many on premise bartenders to provide server training.