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BERMUDA: Bacardi extends Schumacher social responsibility tie-up

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Bacardi has extended its social responsibility partnership with former motor racing champion Michael Schumacher.

The spirits company, which began its tie-up with Schumacher in September 2007, said today (5 November) that it has renewed the partnership to promote its 'Champions Drink Responsibly' campaign internationally. Since the launch in April last year, the campaign has been activated in more than 40 countries

Schumacher will also continue as Bacardi's global social responsibility ambassador until 2011.

As part of the announcement, Bacardi launched a viral video, which was premiered during the Race of Champions in Beijing today, starring Schumacher and mixologist Salvatore Calabrese.

"I'm delighted to be continuing my work with Bacardi Limited to help spread the message to the public that 'Drinking and Driving Don't Mix'," said Schumacher.

"It is fantastic that we will be continuing our partnership with Michael," added Bacardi's president and CEO, Séamus McBride. "He has been a truly committed ambassador to our 'Champions Drink Responsibly' campaign."

The campaign will be supported in many local markets globally where Bacardi is able to run relevant local initiatives.


Sectors: Spirits

Companies: Bacardi Ltd

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