March 22, 2011

March 22, 2011, Hamilton, Bermuda – Bacardi Limited, the largest privately held spirits company in the world, announces tennis champion Rafael Nadal as the new Bacardi Limited Global Social Responsibility Ambassador. The ATP World Tour® #1 ranked Rafael Nadal now leads the Company’s award-winning responsible drinking campaign, “Champions Drink Responsibly.” To view the multimedia assets associated with this release please click:

Rafael Nadal and Bacardi Limited together will spread the important message of responsible drinking to consumers through a global multi-faceted communications campaign. The campaign will utilize advertising, public relations, consumer experiential initiatives and social media platforms. This also includes a YouTube® channel and, for the first time, a “Champions Drink Responsibly” Facebook® page to inform and engage consumers about responsible drinking and their personal choices,

“I enjoy socializing with my friends and family and drinking responsibly is important no matter what your game is. That is why I’m teaming up with Bacardi Limited as I want to take the lead in promoting social responsibility to fans and consumers around the world,” said Rafael Nadal.

Winner of nine Grand Slam titles, Rafael Nadal was introduced by Bacardi Limited President and Chief Executive Officer Séamus McBride at the global launch event in Miami on March 22.

“We are very excited to welcome Rafa to the Bacardi family as our new Global Social Responsibility Ambassador. Rafael Nadal is a world champion at the top of his game whose lifestyle and dedication reflects the values of our Company and this campaign,” said Séamus McBride, Bacardi Limited President and CEO. “His global appeal makes him the perfect champion and role model to help us continue to spread the message that we should all know ‘where to draw the line’ when it comes to drinking. We are now building into the fourth year of the “Champions Drink Responsibly” campaign having launched with Michael Schumacher and we are delighted that Rafael has agreed to carry forth our campaign for the next few years.”

In the unique Frank Gehry-designed setting of the New World Symphony space at the New World Center in Miami Beach, Bacardi Limited premiered its new “Champions Drink Responsibly” global advertising campaign. The advertising, shot by internationally acclaimed photographer Nadav Kander, features Rafael Nadal educating consumers about responsible drinking. In the lead visual, Nadal holds his racquet over a cocktail glass accompanied by the message, “I’d always tell my friends where the line is.”

“Bacardi Limited is dedicated to continue its strong history of educating legal drinking age consumers about responsible drinking. Drinking responsibly is an enjoyable part of one’s social life and we expect legal drinking age consumers will continue to engage with the campaign’s important message and become champions for responsible drinking themselves by having a plan, choosing quality over quantity, looking out for their friends and ensuring everyone arrives home safely,” continued Mr. McBride.

Bacardi Limited will soon be announcing details of the next phase of “Champions Drink Responsibly” as it will be staging a number of events with Rafael Nadal around international tennis tournaments, including Madrid, Wimbledon, and the U.S. Open.

“Champions Drink Responsibly” was launched in April 2008 in Brussels, Belgium. The campaign’s first Global Social Responsibility Ambassador was seven-time Formula OneTM World Champion Michael Schumacher. Together, Bacardi Limited and Michael Schumacher promoted the message that ‘Drinking and Driving Don’t Mix’ to consumers worldwide.

Since 2008, the campaign has engaged more than 37 million consumers throughout the world through digital and traditional media activation.

For additional details and information about the campaign, please visit


Notes to Editors:
Images from the global launch event and the advertisements can be found on and video is available at the below link from 7pm U.S. (EDT) More information can be found at and Bacardi Limited has a pioneering heritage in promoting social responsibility messages with its first campaign taking place in Mexico in 1931. Since then, the Company created some widely respected social responsibility initiatives in the 1970s with its two decade running, award-winning U.S. campaign “Bacardi mixes with everything. Except driving.” advertisement. In addition, its successful “Driver’s Corner” in Germany and Austria, as well as its “Whatever Your Reason” television campaign in the United States, personalizing the responsibility message to teach adult consumers about the different reasons for drinking responsibly, has raised the bar in social responsibility messaging and engagement.

About Bacardi Limited
Bacardi Limited is the largest privately held spirits company in the world and produces and markets a variety of internationally-recognized spirits and wines. The Bacardi Limited brand portfolio consists of more than 200 brands and labels, including some of the world’s favorite and best-known products: BACARDI® rum, the world’s favorite premium rum and world’s most awarded rum; GREY GOOSE® vodka, the world-leader in super premium vodka; DEWAR’S® Scotch whisky, the top-selling blended Scotch whisky in the United States; BOMBAY SAPPHIRE® gin, the top valued and fastest-growing premium gin in the world; MARTINI® vermouth, the world-leader in vermouth; CAZADORES® 100% blue agave tequila, the number-one premium tequila in Mexico and a top-selling premium tequila in the United States; and other leading brands. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited. For additional information, please visit

Bacardi was founded in Santiago de Cuba, February 4, 1862, and currently employs more than 6,000 people, manufactures its brands at 27 facilities in 16 countries on four continents, and sells in more than 100 markets globally.

About Rafael Nadal
Rafael Nadal is the winner of nine Grand Slam singles titles and widely regarded as one of the best tennis players of all time. He is currently ranked #1 on the ATP World Tour®.