Bacardi Limited, the largest privately held spirits company in the
world, today announced it has reached an agreement with Michael
Schumacher, seven-time FIA Formula One World Champion, to become
Bacardi's Global Social Responsibility Ambassador.
Starting in January 2008, Schumacher will work with Bacardi and
its portfolio of brands to communicate a global 'don't drink and
drive' social responsibility message.
"I am looking forward to working with Bacardi on this important
global 'don't drink and drive' campaign. I have been involved in many
road safety campaigns in my career with conviction and I feel very
strongly about this initiative. Bacardi is to be commended on its
commitment to bring this responsibility campaign to a global
audience," said Michael Schumacher.
"Michael is the most famous and successful driver in the world and
we could not ask for a better ambassador. He is hugely respected for
his road safety campaigns and we are confident that he will be able to
communicate the 'don't drink and drive' message to a huge global
audience. We look forward to sharing our plans publicly next year,"
said Andreas Gembler, president and chief executive of Bacardi
Limited.
Michael Schumacher's image will be used across a number of
different media including television, print, outdoor and the Internet.
The primary communication message will be one of 'don't drink and
drive' together with a general responsible consumption message. The
campaign will be launched in early 2008.
Be responsible - please don't drink and drive!
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. Bacardi Limited's brand portfolio consists of more
than 250 brands and labels, including: BACARDI rum, the world's
number-one selling rum; GREY GOOSE vodka, the world leader in ultra
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 & ROSSI vermouth, the world leader in vermouth; and
other leading brands.
