Marketplace at Bacardi Limited

Bacardi’s commitment to being corporately responsible extends into every aspect of our business.

Download 2016 Corporate Responsibility Report


Many people drink moderately and as part of a healthy lifestyle. However, we recognize that alcohol, if abused or misused, can cause consumers harm. As a producer of beverage alcohol, we recognize we have a responsibility to market our brands in such a way as to ensure we do not target those under the legal drinking age and to encourage all those who choose to drink, to do so responsibly.

This approach is not new. In the early 1930s in Mexico, the Company pioneered programs creating awareness against excessive consumption with the wording “Desea vender, pero no quiere el dinero que debe comprar pan” (“Bacardi wants to sell, but it does not want the money you should use to buy bread”). During the 1970s, creation of the “Bacardi mixes with everything. Not driving.” advertisement was widely acclaimed for its social responsibility against drunk driving.

In addition, for more than 25 years, Bacardi, along with our industry partners, have supported social aspect organizations that promote responsible consumption in the markets where we operate, implementing responsible drinking initiatives at the local level. Today, we remain committed to prioritizing our marketplace pillar and our commitment to responsible marketing and consumption.

Our Approach

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 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.

Moving Forward

In FY17 and beyond, we will look to the new stakeholder research conducted in early FY17 to inform our strategy regarding addressing alcohol harm and being a responsible marketer. It is also imperative we share best practices from the programs in country and replicate their successes and learn from their challenges.