Bacardi and Schumacher renew responsible drinking campaign

05 November, 2009

Bacardi Limited is to renew its partnership with seven-time Formula One world champion Michael Schumacher, to promote the “Champions Drink Responsibly” campaign.


Michael will continue as the Bacardi Limited Global Social Responsibility Ambassador through to 2011, helping to spread the message: ‘Drinking and Driving Don’t Mix.’

The pair first teamed up in 2008 and the campaign has reached 80 million people around the world.

As part of the announcement, Bacardi Limited launched a new viral video starring Schumacher. He drives mixologist Salvatore Calabrese at full throttle around a racetrack while Salvatore tries to mix a Duo Maestro cocktail with a very messy and unsuccessful result. Visit www.championsdrinkresponsibly.com or log on to the “Champions Drink Responsibly” channel on YouTube to see more.

 

 





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Joe Bates

Why duty free must do better

It’s one of the worst PR disasters to have hit the duty free industry in the almost two decades i’ve been covering the business.

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