Responsibility
The Bacardi Companies are extremely proud of their high quality brands, products, and marketing.
That pride goes hand in hand with a deep sense of responsibility and respect for the global communities
that we serve and the individual consumers that enjoy Bacardi products.
Principles
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The following global principles are to be applied by all Bacardi
Companies and employees within the context of their local markets.
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It is recognized that the local markets for Bacardi products are
subject to varying laws, regulations, self-regulatory codes and
cultural norms that must be taken into consideration in the
implementation of the principles.
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The specified global principles establish the minimum standards of conduct required from
Bacardi Companies, employees and their service providers.
1 All Bacardi Companies and employees must comply with the laws,
regulations and self-regulatory codes applicable from time to time to their marketing and promotional practices
2 All marketing and promotional practices will present the responsible
enjoyment of alcoholic beverages and will not encourage the misuse of alcohol through the presentation
of excessive consumption or situations where irresponsible consumption is accepted.
3 All Bacardi products will provide clear information on alcohol
content. A message of responsible enjoyment will be included on commercial communications as well as Bacardi products.
4 The content and placement of all marketing and promotional practices
will be directed towards consumers with the required legal age to purchase alcoholic beverages in the
relevant markets, and will avoid associations with images and music that would appeal particularly to underage individuals.
5 All marketing and promotional practices will support the safe consumption of
alcoholic beverages and will not associate the consumption of alcohol with any potentially dangerous activity, such
as driving motorized vehicles, operating machinery or performing hazardous athletic activities.
6 Corporate communications may recognize reputable evidence of the physical benefits
from moderate alcohol consumption, but marketing activities will not claim medicinal or performance properties for Bacardi products.
7 Marketing and promotional practices will not be associated with any individual or group behaviour that is anti-social, violent or destructive.
8 All marketing and promotional practices must be in good taste and must not contain indecent, demeaning, or insulting materials.