Bacardi Renews Schumacher Csr Deal

Spirits brand Bacardi and seven-time F1 world champion Michael Schumacher have announced the renewal of their corporate social responsibility partnership to promote the ‘Champions Drink Responsibly’ campaign internationally.

As part of the deal, Schumacher will continue as the Bacardi Limited Global Social Responsibility Ambassador through to 2011, helping to spread the message ‘Drinking and Driving Don’t Mix.’

Bacardi Limited and Schumacher first teamed up in the area of social responsibility in 2008 and the campaign has grown and reached more than 80m people around the world.
 
As part of the announcement, Bacardi Limited has also launched a new viral video starring Schumacher. The video was premiered during the Race of Champions and watched by more than 70,000 spectators in the Beijing Bird’s Nest Stadium.

In the video, to illustrate the campaign message of ‘Drinking and Driving Don’t Mix,’ Schumacher drives world famous mixologist Salvatore Calabrese at full throttle around a racetrack while Salvatore is trying to mix a Duo Maestro cocktail with a very messy and unsuccessful result.

The video is available to view on www.championsdrinkresponsibly.com or log on to the ‘Champions Drink Responsibly’ channel on YouTube.
 
The ‘Champions Drink Responsibly’ campaign will be supported in many local markets globally where Bacardi is able to run relevant local initiatives targeted at consumers.

Since the launch in April 2008 to worldwide attention, the ‘Champions Drinks Responsibly’ campaign has been activated in more than 40 countries around the world.

Details of next phase of the program will be announced in the coming months.