Through stakeholder research first conducted in 2012 and updated in early FY17, stakeholders agree the issues of responsible marketing and responsible drinking should be the top priority for the Bacardi CR program. Stakeholders also identified concerns in defining what encompasses responsible drinking and the issues of product responsibility, harmful drinking, and promotion of products to audiences under the legal drinking age (LDA). We understand these concerns, have implemented programs to address them, and will keep these issues the main focus of our CR program moving forward.
In FY14, Bacardi, along with 12 other producers signed the Beer, Wine and Spirits Producers’ Commitments to Reduce Harmful Drinking. The Commitments support the WHO Global Strategy to Reduce the Harmful use of Alcohol and the United Nations (UN) Sustainable Development Goals 3 (Good Health & Wellbeing) and 17 (Work with public and civil society partners).
Our Bacardi Global Marketing Principles represent our minimum standards for producing all marketing materials. Our Principles are fully aligned with the industry codes of the Distilled Spirits Council of the United States and spiritsEUROPE, as well as the country codes and regulations in which we operate. We also abide by relevant local laws and regulations. In addition, we continue to ensure a 100% training rate for new marketing staff and key agency personnel on the Principles. In FY17, we will update our compliance e-training module and implement a new marketing compliance database in partnership with our advertising agency, BBDO. We expect these updates will better help us track training and compliance data.
We work to encourage Responsible Drinking through Bacardi-led initiatives and working with industry associations, for example:
- Champions Drink Responsibly is the Bacardi Limited award-winning responsible drinking campaign, which began in 2008. Starting with global ambassadors, who were champions in their fields of F1 motor racing and tennis, the approach then moved to local ambassadors, starting with Australia in FY15. In FY16, action was taken to align our Champions Drink Responsibly campaign with responsibledrinking.org and the work of the International Alliance on Responsible Drinking (IARD), a global industry association. While implementation was delayed, we believe it is important our message across the Company and our brands is consistent and we will work on this further in FY17.
- Working with Social Aspect Organizations and Trade Associations Through our ongoing partnerships with IARD, the Foundation for Advancing Alcohol Responsibility (FAAR), and country-level organizations, including France, Germany, Spain, Denmark, Australia, Mexico, the UK, Brazil, Canada, and China, we prioritized key markets to work with underage drinking and drunk driving education campaigns during FY16.