Gordon Campbell | Parliament TV | Parliament Today | News Video | Crime | Employers | Housing | Immigration | Legal | Local Govt. | Maori | Welfare | Unions | Youth | Search


Bacardi launches Champions Drink Responsibly

News release schumacher – 1
3 April, 2008

Bacardi Limited launches Champions Drink Responsibly Corporate Responsibility Campaign Featuring Michael Schumacher

Hamilton, Bermuda, April 2, 2008 – Bacardi Limited, the largest privately held spirits company in the world, today launches its Champions Drink Responsibly corporate responsibility campaign featuring seven-time Formula 1™ World Champion and Bacardi Limited Global Social Responsibility Ambassador Michael Schumacher.

The high-profile, multi-faceted program includes advertising, consumer engagements, public relations and digital media to assist Bacardi Limited in raising awareness about responsible drinking with a focus on communicating an international ‘drinking and driving don’t mix’ social responsibility message.

“As a leading global spirits company, we take our responsibility to educate consumers about responsible drinking very seriously,” said Andreas Gembler, president and chief executive officer of Bacardi Limited. “I am delighted that we are joined in our efforts by such a high-profile individual as Michael Schumacher. His passion matches our own and together I know we can have a great impact in raising awareness.”

The first phase of the Champions Drink Responsibly campaign featuring the broadcast and print advertising will be unveiled today at the Autoworld Museum in Brussels by Michael Schumacher and Bacardi Limited with additional international and regional consumer campaign elements rolling out during the next two years.

“I am eager to spread the message that drinking and driving don’t mix. It is a topic that I feel strongly about and it builds upon my work in the area of road safety,” said Michael Schumacher, Bacardi Limited Global Social Responsibility Ambassador. “I congratulate Bacardi Limited on taking the initiative to help raise awareness among drivers around the world on this issue.”

“The campaign from Bacardi Limited to promote responsible drinking is very timely as the industry is actively seeking to work in partnership with national governments to highlight the issue of drink drive or drinking and driving as it’s called in some parts of the world,” added Gembler.

As part of the international launch, Bacardi Limited will further showcase its social responsibility commitment when it becomes a signatory of the European Road Safety Charter at a signing ceremony with European Union Transport Commissioner Jacques Barrot. The European Road Safety Charter provides tangible contributions to increasing road safety in Europe with the aim of halving the number of traffic fatalities on European roads by 2010.

The Champions Drink Responsibly campaign will be rolled out initially across 40 countries. The advertising campaign featuring Michael Schumacher will be available in 15 and 20 second lengths for television, cinema and online media. The broadcast message from Michael says, “When I go for a drink, my car stays at home.” In addition, there will be a print campaign featuring different statements from Michael including “A word of advice if you are going out tonight. Taxi.”

The elements of the campaign, as well as a behind-the-scenes video of the making of the ads, may be found on www.championsdrinkresponsibly.com and www.bacardilimited.com.

Appointing such an internationally-known figure as Michael Schumacher as the Bacardi Limited Global Social Responsibility Ambassador further highlights the Company’s dedication to educating consumers about responsible drinking. As a Formula One World Champion, Schumacher knew his limits on and off the track; and since retiring in 2006 he has become heavily involved in road safety initiatives including the ‘Commission for Global Road Safety’ and the FIA (Federation Internationale de L’Automobile) Foundation’s ‘Make Roads Safe’ campaign.

The Champions Drink Responsibly campaign will be supported in many local markets where Bacardi is able to run relevant local initiatives targeted at consumers.

- ENDS -

Issued for Bacardi Limited by Pead PR
For more information:
Becky Erwood, Pead PR, Tel: 0-9-918 5586, Mob: 021-556854, becky@peadpr.co.nz

Notes to Editors

• More information can be found at www.championsdrinkresponsibly.com and www.bacardilimited.com.

• In the United States and Canada, Bacardi will be running a similar program entitled “Drink Responsibly”. Details can be found at www.bacardilimited.com.

• Photography and b-roll are available from The NewsMarket (www.thenewsmarket.com) or upon on request, please contact a member of the media team listed below for further details.

• Bacardi Limited has a pioneering heritage in promoting social responsibility messages – its first campaign taking place in Mexico in 1931. Since then, the Company has created some widely respected social responsibility initiatives  in the 1970’s with its two decade running U.S. campaign “Bacardi mixes with everything, except driving” program and its successful “Driver’s Corner” in Germany and Austria, as well as its current “Whatever Your Reason” television campaign in the United States personalizing the responsibility message to touch adult consumers about the different reasons they have for drinking responsibly—those people they are closest to—and reinforces the strength of strong relationships when it comes to smart decision making.

About Bacardi Limited
Bacardi Limited, the largest privately held spirits company in the world, produces and markets a variety of internationally recognized spirits. Bacardi Limited's brand portfolio consists of more than 200 brands and labels including: BACARDI® rum, the world’s number-one selling rum; GREY GOOSE® vodka, the world-leader in super premium vodka; DEWAR’S® Scotch whisky, the number-one selling blended Scotch whisky in the United States; BOMBAY SAPPHIRE® gin, the fastest-growing gin in the spirits industry; CAZADORES® blue agave tequila, one of the top-selling 100 percent blue agave tequilas worldwide; MARTINI® vermouth, the world-leader in vermouth; and other leading brands. For more information, visit www.bacardilimited.com.

About Michael Schumacher
Michael Schumacher is the seven-time FIA Formula 1™ World Champion, considered, according to the official Formula 1™ website, “statistically the greatest driver the sport has ever seen". In 2006 Michael Schumacher retired from racing on a high, challenging until the final race for an 8th title, which he didn’t secure. Schumacher decided to continue his association with Scuderia Ferrari by becoming a consultant.

Schumacher holds many records in Formula 1™, including most drivers' championships, race victories with 91, fastest laps, pole positions, points scored and most races won in a single season. Schumacher is the first and only Formula 1™ driver to have an entire season of podium finishes (2002).

About the European Road Safety Charter
The European Road Safety Charter is an appeal and a driving force for all civil society organisations to provide a tangible contribution to increasing road safety in Europe. It is a forum and a platform for the signatories to exchange experiences and new ideas – across national borders – in their efforts towards greater safety on European roads. It is a manifestation of the responsibility that all stakeholders assume in order to achieve the common goal: halving the number of traffic fatalities by 2010. http://www.paueducation.com/charter/


© Scoop Media

Parliament Headlines | Politics Headlines | Regional Headlines

Back Again: Government Approves TPP11 Mandate

The Government has approved a negotiating mandate for Trans-Pacific Partnership 11 (TPP11), which will ensure New Zealand businesses remain competitive in overseas markets.

Trade Minister Todd McClay says New Zealand will be pushing for the minimal number of changes possible to the original TPP agreement, something that the remaining TPP11 countries have agreed on. More>>




Gordon Campbell: On Why Labour Isn’t Responsible For Barnaby Joyce

As a desperate Turnbull government tries to treat the Barnaby Joyce affair as a Pauline Hanson fever dream – blame it on the foreigners! We’re the victims of the dastardly New Zealand Labour Party! – our own government has chosen to further that narrative, and make itself an accomplice. More>>


Rail: Greens Back Tauranga – Hamilton – Auckland Service

The Green Party today announced that it will trial a passenger rail service between Auckland, Hamilton and Tauranga starting in 2019, when it is in government. More>>


Housing: Voluntary Rental Warrant Of Fitness For Wellington

Wellington City Council is partnering with the University of Otago, Wellington, to launch a voluntary Rental Warrant of Fitness for minimum housing standards in Wellington, Mayor Justin Lester has announced. More>>


Treaty: Agreement In Principle Signed With Moriori

“The Crown acknowledges Moriori was left virtually landless from 1870, hindering its cultural, social and economic development. The Crown also acknowledges its contribution to the myths that the people of Moriori were racially inferior and became extinct." More>>


Susan Devoy: Call For Inquiry Into State Abuse Reaches UN

Race Relations Commissioner Dame Susan Devoy is in Geneva and has asked a United Nations committee to urge the New Zealand government to initiate an inquiry into the physical and sexual abuse of children and disabled people held in state institutions. More>>


(Not National): Cross-Party Agreement On Pike River Re-Entry

The commitment was signed this afternoon by the leaders of Labour, United Future, The Maori Party, and the Green Party and, together with the earlier commitment by New Zealand First, means that there is now a Parliamentary majority behind the families’ fight for truth and justice. More>>






Featured InfoPages

Opening the Election