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When Michael Schumacher drinks, he never drives

The champions of our campaign

Michael Schumacher spreads the word Michael Schumacher at Launch Event

In 2011, Rafael Nadal became Bacardi Limited’s new champion. He took over as ambassador from arguably the world’s greatest driver, and 7-Times Formula 1™ World Champion, Michael Schumacher.

Michael was the first of our champions and he helped spread the message that drinking and driving don’t mix.

Michael’s popularity, and undeniable talent, ensured our message reach millions of adults through a carefully chosen mix of media. You can see highlights of the past campaign with Michael Schumacher on the highlights on this page.

Champions campaign highlights

Launch Event

Michael Schumacher unveiled as our first Champion Michael Schumacher helped Bacardi Limited launch the ‘Champions Drink Responsibly’ campaign.

Youtube Videos

Michael Schumacher was on song as he evaded driving distractions. Michael Schumacher was on song as he evaded driving distractions.

Michael Schumacher shook things up in a car with top mixologist, Salvatore Calabrese Michael Schumacher shook things up in a car with top mixologist, Salvatore Calabrese
The winners at the Ascari Race Resort Driving experience with Michael Schumacher

Promotional Activity

International consumer promotion. The prize? The driving experience of a lifetime with Michael Schumacher.

Michael Schumacher revealed as the BBC’s STIG

PR Activity

A PR stunt for the ‘Champions Drink Responsibly’ campaign. The Stig from BBC’s Top Gear show, was revealed to be Michael Schumacher, our Global Social Responsibility Ambassador.

Champion Driver’s Club Lounge serving non-alcoholic cocktails

Champion Drivers Club Lounge

An engaging and premium drinking environment serving non–alcoholic drinks – where consumers can learn about alternative options to drink driving.

Enjoying drinks responsibly together The Champion's Way

By following The Champion’s Way, you’ll discover a responsible and rewarding way to enjoy your drinks.

Meet Our Champion Rafael Nadal Meet Our Champion

Rafael Nadal is the Champion of our responsible drinking campaign.

Media

If you want to know more about The Champion’s Way or any other part of our Social Responsibility campaign, we’d love to hear from you.

For ‘Champions Drink Responsibly’ campaign media information, please contact:
Ian Budd, Burston-Marsteller
(+44) 207 300 6111
bacardi.csr@bm.com

For Bacardi Limited Media Inquiries, please contact:
Amy Federman
+001 (441) 294-1110
amy.federman@bm.com

ENJOY OUR BRANDS RESPONSIBLY. BACARDI: the Bat Device, and all other marks appearing on the Bacardi Group products appearing and/or quoted
in this website are trademarks and/or registered trademarks of Bacardi & Company or other subsidiaries of Bacardi Limited.