BACARDI Global Terms and Conditions March 4, 2013

Terms and Conditions of Website Use

This page (together with the documents referred to on it) tells you the terms of use on which you may make use of this website and any and all other online or digital platforms (including without limitation mobile and other applications, such as Facebook apps) which are maintained by Bacardi Global Brands Limited (our "WebSite", "Site"). Please read these terms of use carefully before you start to use our Site.

This Site is maintained by Bacardi Global Brands Limited ("we" or "us") for the personal use, of persons who are lawfully permitted to purchase and consume alcoholic beverages, in countries and other territories where the sale, advertising and consumption of alcoholic beverages is lawful. By using our Site, you indicate that you accept these terms of use and that you agree to abide by them.

Please exit our Site immediately if you do not accept these terms of use, if you are not of legal age for consuming alcoholic beverages in the country or other territory in which you are located, or if you are accessing our Site in a country or other territory where use of our Site is not permitted.


1 Information About Us

Bacardi Global Brands Limited is registered in England & Wales under company number 3651489. Our registered office and main trading address is at 28 Dorset Square, London, NW1 6QG, United Kingdom. Our VAT number is GB 222 2530 16.


2 Social Responsibility

We are extremely proud of our 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 who enjoy our products. As part of our commitment to responsible marketing, we comply with the social responsibility policies established by DISCUS - the Distilled Spirits Council for the United States and spiritsEUROPE - the European representative body for producers of spirit drinks, which set out the principles we maintain in all of our sales and marketing activities, including advertising and promotional programmes.


3 Accessing Our Site

Access to our Site is permitted on a temporary basis to users located in countries or other territories where the sale, advertising and consumption of alcoholic beverages is permitted. We reserve the right to withdraw, amend, suspend or terminate indefinitely the services we provide on our Site without notice. We will not be liable if for any reason our Site is unavailable at any time or for any period.

You are responsible for making all arrangements necessary for you to have access to our Site. You are also responsible for ensuring that all persons who access our Site through your Internet connection are aware of these terms, and that they comply with them.

If you choose, or you are provided with, a user identification code, password or any other piece of information as part of a registration scheme or a security procedure, you must treat such information as confidential, and you must not disclose it to any third party. We will not be responsible or liable, directly or indirectly, in any way for any loss or damage of any kind incurred as a result of, or in connection with, your failure to comply with this section of these terms of use. We have the right to disable any user identification code or password, whether chosen by you or allocated by us, at any time, if in our opinion you have failed to comply with any of the provisions of these terms of use. From time to time, we may restrict access to some parts of our Site, or our entire site, to users who have registered with us.


4 Intellectual Property Rights

All intellectual property and database rights, in our Site, and in the materials published on it, including but not limited to trademarks, designs, logos, text, images, audio and video materials, look and feel and software (including code, interface and website structure) ("Materials") are owned by us, our subsidiaries, affiliates companies and/or any of our partners ("the Owners"). The Materials are protected by intellectual property laws and treaties around the world. All such rights are reserved. You may not remove any copyright or other proprietary notices from any Materials on our Site.

We reserve the right to copy protect any of the Materials on our Site. Except as provided in these terms and conditions, the use of this Site does not grant you any rights, title, interest or license to any Materials you may access on this Site. Provided that you are located in a country or other territory where the sale, advertising and consumption of alcoholic beverages is permitted AND you have an age at which it is legal to purchase and consume alcoholic beverages (“Legal Drinking Age”) in the country or other territory in which you are located, you may print a reasonable number of hard copies, and may download extracts, of any page(s) from our Site for your lawful, personal, non-commercial use. Unless otherwise specifically authorised by us (by way of example only, explicit instructions such as “Click Here to Enlarge this Image”) you must not modify the paper or digital copies of any Materials you have printed off or downloaded in any way, and you must not use any illustrations, photographs, video or audio sequences or any graphics separately from any accompanying text or proprietary notice. All other copying (whether in electronic, hard copy or other format) reproduction, transmission, public performance, distribution, commercial exploitation, adaptation, translation, modification, bundling, merging, sharing or making available to any person, or creation of any derivative works of our Site or the Materials on our Site is prohibited and may breach intellectual property laws and other laws worldwide.

The status of the relevant Owners (and that of any identified contributors) as the holders of rights in the Materials published on our Site must always be acknowledged.

You must not use any part of the Materials on our Site for commercial purposes without obtaining a licence to do so from us and/or, where applicable, from the relevant Owner.

If you print off, copy or download any part of our Site in breach of these terms of use, your right to use our Site will cease immediately and you must, at our option, return or destroy any copies of the Materials you have made.


5 Acceptable Use

You may use our Site only for lawful purposes and we reserve the right, in our sole discretion, to terminate your use of the Site. You may not use our Site:

  • In any way that breaches any applicable local, national or international law or regulation.
  • In any way that is unlawful or fraudulent, or has any unlawful or fraudulent purpose or effect.
  • For the purpose of harming or attempting to harm minors in any way.
  • To send, knowingly receive, upload, download, use or re-use any Material which does not comply with our content standards below.
  • To transmit, or procure the sending of, any unsolicited or unauthorised advertising or promotional material or any other form of similar solicitation (spam).
  • To knowingly transmit any data, send or upload any material that contains viruses, Trojan horses, worms, time-bombs, keystroke loggers, spyware, adware or any other harmful programs or similar computer code designed to adversely affect the operation of any computer software or hardware ("Malicious Code").

6 Interactive Services

We may from time to time provide interactive services on our Site including, without limitation, chat rooms and forums, bulletin boards, music mix rooms, image upload features, interactive drinks functionality and interactive clubfinder. Where we do provide any interactive service, we will provide clear information to you about the kind of service offered, whether it is moderated and what form of moderation is used (including whether it is human or technical).

We will make reasonable efforts to assess any possible risks for users from third parties when they use any interactive service provided on our Site, and we will decide in each case whether it is appropriate to use moderation of the relevant service (including what kind of moderation to use) in the light of those risks. However, we are under no obligation to oversee, monitor or moderate any interactive service we provide on our Site, and we expressly exclude our liability for any loss or damage arising from the use of any interactive service by a user in contravention of our content standards, whether the service is moderated or not. Where we do moderate an interactive service, we will normally provide you with a means of contacting the moderator, should a concern or difficulty arise.


7 Uploading Materials to Our Site

Any material you upload to our Site will be considered non-confidential and non-proprietary, and unless otherwise agreed in writing between us, we have the right to use, copy, distribute and disclose to third parties any such material in whole or in part for any purpose. We also have the right to disclose your identity to any third party who is claiming that any material posted or uploaded by you to our Site constitutes a violation of their intellectual property rights, or of their right to privacy. You waive any moral rights in respect of any material you upload to our Site.

We will not be responsible, or liable to any third party, for the content or accuracy of any materials posted by you or any other user of our Site.

We have the right to remove any material or posting you make on our Site if, in our sole opinion, such material does not comply with the content standards below.


8 Content Standards

Any and all material which you contribute to our Site must comply with the spirit of the following content standards as well as the letter. The standards apply to each part of any contribution as well as to its whole.

Your contributions must:

  • Be accurate (where they state facts).
  • Be genuinely held (where they state opinions).
  • Comply with applicable law in the UK, the US and in any country from which they are posted.

Your contributions must not:

  • Contain any material which is defamatory of any person.
  • Contain any material which is obscene, offensive, hateful or inflammatory.
  • Contain sexually explicit material.
  • Harm, or attempt to harm, minors in any way.
  • Encourage, condone, promote or glamorise under-age, excessive or irresponsible consumption of alcoholic beverages or drink driving.
  • Be targeted at an under legal drinking age audience.
  • Promote violence.
  • Promote discrimination based on race, sex, religion, nationality, disability, sexual orientation or age.
  • Infringe any copyright, database right, trade mark or other proprietary right of any other person.
  • Be likely to deceive any person.
  • Be made in breach of any legal duty owed to a third party, such as a contractual duty or a duty of confidence.
  • Promote any illegal or immoral activity.
  • Be threatening, abuse or invade another's privacy, or cause annoyance, inconvenience or needless anxiety.
  • Be likely to harass, upset, embarrass, alarm or annoy any other person.
  • Be used to impersonate any person, or to misrepresent your identity or affiliation with any person.
  • Give the impression that they emanate from us, if this is not the case.
  • Advocate, promote or assist any unlawful act such as (by way of example only) copyright infringement or computer misuse.

9 Reliance on Information Posted

Commentary and other materials posted on our Site are not intended to amount to advice on which reliance should be placed. We therefore disclaim all liability and responsibility arising from any reliance placed on such materials by any visitor to our Site, or by anyone who may be informed of any of its contents.


10 Our Site Changes Regularly

We aim to update our Site regularly, and may change the content at any time. Any of the material on our Site may be out of date at any given time, and we are under no obligation to update such material.


11 Our Liability

The material displayed on our Site is provided "as is" and without any guarantees, conditions or warranties as to its accuracy, to the extent permitted by law, we and all other members of the Bacardi Group of Companies and our affiliates (the "Bacardi Group") hereby expressly exclude and disclaim:

Because some jurisdictions do not allow the exclusion or limitation of liability or damages, the Bacardi Group’s liability in such jurisdictions shall be limited to the fullest extent permitted by law.

  • All conditions, representations, or warranties of any kind, either express or implied, including warranties of merchantability or fitness for a particular purpose and other terms which might otherwise be implied by statute, common law or the law of equity.
  • Any liability for any direct, indirect or consequential loss or damage incurred by any user in connection with our site or in connection with the use, inability to use, or results of the use of our site, any websites linked to it and any materials posted on it, including, without limitation any liability for: loss of income or revenue, loss of business, loss of profits or contracts, loss of anticipated savings, loss of data, loss of goodwill, wasted management or office time, and for any other loss or damage of any kind, however arising and whether caused by tort (including negligence), breach of contract or otherwise, even if foreseeable.

12 Information About You and Your Visits to Our Site and Events

Your privacy is important to us. We process information about you in accordance with our Privacy Policy. By using our Site, you consent to such processing and you warrant that all data provided by you is accurate.

The Bacardi Group may organise events in your country. We reserve the right to collect still and moving images at those events and to publish them on this Site and other websites operated by us for information purposes about our brands’ marketing activities. By accepting to be our guest at any such event, you also consent to being photographed and filmed during your attendance and grant us the right to publish your images on this Site and other websites for editorial purposes throughout the world in perpetuity without limitations and without any compensation. If your image is published on this Site or any of our websites and you disagree with its use, please ask us to remove it by writing to our Digital Director at


13 Malicious Code, Hacking and Other Offences

You must not misuse our Site by knowingly introducing any Malicious Code. You must not attempt to gain unauthorised access to our Site, the server on which our Site is stored or any server, computer or database connected to our Site. You must not attack our Site via a denial-of-service attack or a distributed denial-of service attack.

We will report any such activity by you to the relevant law enforcement authorities and we will co-operate with those authorities by disclosing your identity to them. In the event of such a breach, your right to use our Site will cease immediately.

We will not be liable for any loss or damage caused by a distributed denial-of-service attack or Malicious Code that may infect your computer equipment, computer programs, data or other proprietary material due to your use of our Site or to your downloading of any material posted on it, or on any website linked to it.


14 Linking to Our Site

You must not establish a link from any website to any page in our Site or frame our Site on any other site. Unless otherwise authorised in writing by us, you may not suggest any form of association, approval or endorsement of any website on our part.

If you wish to make any use of Material on our Site other than that set out above, please address your request for the attention of our Digital Director at


15 Links From Our Site

Where our Site contains links to other sites and resources provided by third parties, these links are provided for your information only. We have no control over the contents of those sites or resources, and accept no responsibility for them or for any loss or damage that may arise from your use of them.


16 Indemnity

You will indemnify the Bacardi Group against any loss, damage or cost incurred by us arising out of your use of our Site, any of its services or any information accessible over or through our Site, including information obtained from linked sites, our submission or transmission of information or material on or through our Site or your violation of these terms of use or any other laws, regulations and rules. You will also indemnify us against any claims that information or material which you have submitted to us is in violation of any law or in breach of any third party rights (including, but not limited to, claims in respect of defamation, invasion of privacy, breach of confidence and infringement of any intellectual property right). We reserve the right exclusively to defend and control any claims arising from the above and you will fully cooperate with us in any such defenses.


17 Entire Agreement

These terms of use, including our Privacy Policy and Cookie Policy constitute the entire agreement between you and us in relation to your use of our Site. To the extent that software or other downloadable technology is expressly made available to you through the Site, such software may be subject to a licence agreement that is distributed or included with such software and you agree to abide by the terms and conditions of any such licence agreements. If any provision of these terms of use is found by a court of competent jurisdiction to be unenforceable or invalid, the parties nevertheless agree that the court should give effect to the parties' intentions as reflected in the provision, and the other provisions shall remain in full force and effect.


18 Jurisdiction and Applicable Law

If you are located in the U.S., these terms are governed and construed in accordance with the laws of the State of New York, excluding its conflicts of law rules, and any dispute arising out of or relating to these Terms and Conditions or your access or use of this Site will be subject to the exclusive jurisdiction of the courts located within the county of New York in the State of New York, and you hereby submit to the personal jurisdiction of such courts.

If you are located anywhere except the U.S., then (i) these terms are governed by English law; and (ii) the English courts will have exclusive jurisdiction over any claim arising from, or related to, a visit to our Site although we retain the right to bring proceedings against you for breach of these terms in your country of residence or any other relevant country and (iii) these Terms and Conditions are governed by English law.


19 Variations

We may revise these terms of use at any time by amending this page. Each time you use this Site, the current version of the Terms and Conditions will apply. Accordingly, when you use the Site, you should check the date of the Terms and Conditions (which appears at the top right hand corner) and review any changes since the last version. Some of the provisions contained in these terms of use may also be superseded by provisions or notices published elsewhere on our Site.


20 Your Concerns

If you have any concerns about material which appears on our Site, please contact in writing for the attention of our Digital Director at



BACARDI Global Privacy Policy March 04, 2013


1 Information About Us

Bacardi Global Brand Limited is registered in England & Wales under company number 3651489 with a registered office and main trading address at 28 Dorset Square, London, NW1 6QG, United Kingdom ("We or us" or "BGB"). Our VAT number is GB 222 2530 16.

For the purpose of the Data Protection Act 1998 (the "Act"), BGB will be the data controller responsible for any personal information you may submit on this Site. However, in certain circumstances, other companies in the Bacardi Group of companies, or other third parties, may become data controllers of that information. Please see Section 7 of this Privacy Policy below for more information about those companies.

We are committed to protecting and respecting your privacy. This Global Privacy Policy (together with the Bacardi Global User Terms and Conditions of website use and our Cookie Policy) and any other documents referred to in them govern our use of information gathered about you. Please read the following carefully to understand our views and practices regarding your personal data and how We will treat it. Although We are committed to maintaining your confidence and trust in all of our activities with you, this Global Privacy Policy does not govern our collection or use of data about you through channels other than Our Sites (as defined in section 3 below).

Please exit this Site immediately if you do not accept this Privacy Policy, are not of a Legal Drinking Age (as defined in the Bacardi Terms and Conditions of Website Use) in the country or other territory in which you are located, or are accessing our Sites in a country or other territory where use of our Site is not permitted.


2 Social Responsibility

We are extremely proud of our 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 who enjoy our products. As part of our commitment to responsible marketing, We comply with the social responsibility policies established by DISCUS - the Distilled Spirits Council for the United States and spiritsEUROPE - the European representative body for producers of spirit drinks, which set out the principles we maintain in all of our sales and marketing activities, including advertising and promotional programmes.


3 Data We May Collect From You

We may collect and process the following data about you:

  • Information that you provide by filling in forms on websites operated by the companies within the Bacardi group of companies (including but not limited to BGB, Bacardi & Company Limited, their affiliates, subsidiaries, their ultimate holding company and its subsidiaries as defined in section 1159 of the UK Companies Act 2006 (together, the "Group Companies") ("Our Sites"). This includes information provided at the time of registering to use any of Our Sites, subscribing to any services offered on our Sites including but not limited to email mailing lists, competitions, games, interactive services, posting material or requesting further services. That information will usually include your name or a username and your email address, though from time to time some of the services we provide may mean that we ask you for more information. We may also ask you for information when you enter a competition or promotion sponsored by a Group Company, and when you report a problem with any of our Sites;
  • The correct country or other territory in which you are located or are accessing Our Sites and your correct date of birth, which We require that you submit accurately to ensure that you do not access Our Sites if you are not of a legal age for consuming alcoholic beverages in the country or other territory in which you are located or are accessing Our Sites;
  • If you contact us, We may keep a record of that correspondence;
  • A Group Company may also ask you to complete surveys to be used for research purposes, although you do not have to respond to them;
  • Details of any transactions you carry out through any of Our Sites and of the fulfilment of any orders by you; and
  • Details of your visits to Our Site including, but not limited to, traffic data, location data, weblogs and other communication data, whether this is required for our own billing purposes or otherwise and the resources that you access; and
  • Any information we may collect about you from third party or off-line sources, and which we may combine with information collected via our Sites.

4 IP Addresses and Cookies

We may collect information about your computer (including, where available, your IP address, operating system and browser type) for system administration and to report aggregate information to our advertisers. This is statistical data about our users' browsing actions and patterns, and does not identify any individual. Our Internet servers may also keep track of the number of visitors to our Sites, the pages they visited and how long they stayed. None of this information includes any personal information about you.

For the same reason, we may obtain information about your general Internet usage by using a “cookie” file which is stored on the hard drive of your computer. For more information please see our Cookie Policy.


5 Where We Store Your Personal Data

We are a global company with a long history of providing our products to responsible consumers all over the world. The data that we collect from you may be transferred to, and stored at, a destination outside the European Economic Area ("EEA") including but not limited to the USA. Data we collect may also be processed by staff operating outside the EEA who work with us or for us, or for one of our affiliated companies, suppliers or service providers. Such staff may be engaged in, among other things, the management of our customer records, the fulfilment of email and other marketing campaigns, analysis of visitors to our Sites, distribution of newsletters, the fulfilment of your order, the processing of your payment details and the provision of support services. By submitting your personal data, you agree to this transfer, storing or processing. We will take reasonable steps to ensure that your data is treated securely and in accordance with this Privacy Policy.

The information you provide to us is stored on our secure servers. Possible payment transactions will be encrypted using SSL technology. Where we have given you (or where you have chosen) a user identification code, password or any other piece of information as a part of a registration scheme or a security procedure to enable you to access certain parts of our Site, you are responsible for keeping this password confidential. We ask you not to share a password with anyone. In particular, you should not share your password with anyone who is not of Legal Drinking Age in the country or other territory in which you are located or are accessing our Sites or to anyone in a country or other territory where use of our Sites is not permitted.

Unfortunately, the transmission of information via the Internet is not completely secure. Although we will do our best to protect your personal data, we cannot guarantee the security of your data transmitted to any of our Sites; any transmission is at your own risk. Once we have received your information, we will use strict procedures and security features to try to prevent unauthorised access.


6 Our Use of Your Information

We use information held about you in the following ways:

  • To ensure that content from our Sites is presented in the most effective manner for you and for your computer;
  • To provide you with information, products or services that you request from us or which we feel may interest you, where you have consented to be contacted for such purposes;
  • To allow you to participate in interactive features of our service when you choose to do so;
  • To notify you about changes to our service;

We also reserve the right to share information with other organisations in the following situations:

  • As permitted by law in order to investigate, prevent or take action regarding illegal activities, suspected fraud, violation of our intellectual property rights, situations involving potential threats to the physical safety of any person, violation of Bacardi's Global User Terms and Conditions or other agreements, or as required by law;
  • When we have your consent to do so; and
  • When we need to share information to provide any product or service you have requested; and
  • When we share information with the organisations described in Section 7 of this Privacy Policy.

If you are an existing customer, we will only contact you by appropriate electronic means with information about goods and services similar to those which were the subject of a previous sale to you. If you are a new customer, and where we permit selected third parties to use your data, we (or they) will contact you by electronic means only if you have consented to this.


7 Disclosure of Your Information

We may disclose your personal information amongst the Group Companies. In certain circumstances, those Group Companies who receive your personal information may decide to use your information for the purposes described in this Privacy Policy. In so doing, they may become the responsible data controller of your information for those uses, in place of BGB, in accordance with applicable data protection or other privacy laws. Those Group Companies may be located in the jurisdiction or territory in which you reside, and their use of your personal information may be subject to the data protection or privacy laws which apply in that jurisdiction. The use of your information by those Group Companies will still be subject to the provisions of this Privacy Policy. For details about the Group Companies active in your country and information about how to contact them, please ask us by writing to or to

Digital Director
Bacardi Global Brands Limited
28 Dorset Square
United Kingdom

We may also disclose your personal information to the following selected third parties:

  • Our advertising and promotional agencies and consultants and those organisations selected by us to carry out marketing campaigns or email mailings on our behalf, or analyse or evaluate our data collection process or customer service fulfilment;
  • Unaffiliated service providers with whom the Group Companies may subcontract, including advertising and promotional agencies, website hosting companies, fulfilment companies and other third party service providers;
  • Unaffiliated partner organisations with whom we may carry out joint campaigns or events, or operate the Site on which information about you is collected. In certain circumstances, those organisations may be joint data controllers of your information, together with BGB. The Site page on which you submit your information will tell you when this is the case;
  • The prospective seller or buyer (other than a Group Company) of any Group Company’s business or assets, including where a Group Company or substantially all of its assets is acquired by a third party other than another Group Company, in which case personal data held by it about its customers will be one of the transferred assets;
  • If we are under a duty to disclose or share your personal data in order to comply with any legal or regulatory obligation, or in order to enforce or apply the Bacardi Global User Terms and Conditions and other agreements; or to protect the rights, property, or safety of the Group Companies, our customers, or others. This includes exchanging information with other companies and organisations for the purposes of fraud protection and credit risk reduction.

8 Your Rights

The Data Protection Act gives you the right to access information held about you. Your right of access can be exercised in accordance with the Act. We will inform you (before collecting your data) if we intend to use your data for marketing purposes or if we intend to disclose your information to any third party for marketing purposes. You can exercise your right to prevent such processing by ticking the relevant boxes on the forms we use to collect your data. If you at any time decide that you do not want to be contacted for any purpose or if you would like to obtain a copy of the personal information about you gathered by our Sites or correct or delete such information from our Sites’ databases, you can contact us by writing to our Digital Director at:

Our Sites may, from time to time, contain links to and from the websites of our partner networks, creative partners and affiliates. If you follow a link to any of these websites, please note that these websites have their own privacy policies and that we do not accept any responsibility or liability for these policies. Please check these policies before you submit any personal data to these websites.


9 Variations

We may revise this Privacy Policy at any time by amending this page. Each time you use our Sites, the then-current version of the Privacy Policy will apply. Accordingly, when you use our Sites, you should check the date of the Privacy Policy (which appears at the top right hand corner) and review any changes since the last version.


10 Children

Our Sites are designed to appeal to adults. We do not knowingly solicit any information from children nor do we knowingly market or otherwise target our Sites or its products or services to children. If we become aware that a visitor to our Sites is under the Legal Drinking Age in the country or other territory in which he or she is located at the relevant time and has registered without verifiable parental consent, we will remove his or her personal information from our files.


11 Contact

Questions, comments and requests regarding this Global Privacy Policy, or our privacy practices in general, are welcomed and should be addressed to:
Bacardi Global Brands Limited
Digital Director
28 Dorset Square
United Kingdom



Corporate Social Responsibility Policy



Bacardi Limited is committed to the responsible and safe consumption of our brands by legal drinking age consumers. We are extremely proud of our portfolio and are committed to long-term brand building. Most consumers use and enjoy our products responsibly.

Encouraging responsible decision making regarding drinking is a strong business model for us when promoting our premium quality brands. In fact, we discourage abusive consumption of our brands and urge consumers who choose to drink to do so responsibly.

As a responsible producer and marketer of alcoholic beverages to LDA consumers, we will make every effort to ensure our activity does not appeal to consumers under the legal age for purchasing alcohol.

As a global player in alcohol beverages, we expect to take a leadership role in marketing our brands in a manner in which we take pride and we will observe the relevant laws, regulations and self-regulatory codes in both the letter and the spirit.

Bacardi Limited implemented “Social Responsibility: Principles and Procedures for Marketing” on September 1, 2004. Everybody who is involved in the process of creating marketing material and activity is expected to contribute to the best of their individual and collective ability to ensure that we are complying with these Principles and Procedures.

Social responsibility compliance is required as part of our sales and marketing activities whether, for example, this involves advertising development, promotional activity with our retail customers, brand advocacy development as part of our on-premise education programs or in contact with legal drinking age consumers directly through our experiential marketing events.

Our mission is to reinforce our values as a global business through our "Global Principles".

The Bacardi companies are extremely proud of their high quality brands, products and marketing. That sense of 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. As part of this commitment to social responsibility, Bacardi Limited is affirming its core principles for marketing practices by all Bacardi companies and employees."

The Principles are as follows:


Principle 1

All Bacardi companies and employees must comply with the laws, regulations and self-regulatory codes applicable to their marketing and promotional practices.


Principle 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.


Principle 3

All Bacardi products will provide clear information on alcohol content. A message of responsible enjoyment will be included on all commercial communications as well as all Bacardi products.


Principle 4

The content and placement of all marketing and promotional practices will be directed towards consumers of the required legal age to purchase alcohol beverages in the relevant markets, and will avoid associations with images and music that would primarily appeal to underage individuals.


Principle 5

All marketing and promotional practices will support the safe consumption of alcohol beverages and will not associate the consumption of alcohol beverages with any potentially dangerous activity, such as driving motorized vehicles, operating machinery or performing hazardous athletic activities.


Principle 6

Corporate communications may recognise reputable evidence of the physical benefits from moderate alcohol consumption, but marketing activities will not claim medicinal or performance properties for Bacardi products.


Principle 7

Marketing and promotional practices will not be associated with any individual or group behaviour that is anti-social, violent or destructive


Principle 8

All marketing and promotional practices must be in good taste and must not contain indecent, demeaning, or insulting materials. Developing a full awareness and understanding of our Principles and Procedures in producing great marketing ideas is a core requirement everybody involved in brand development. It is a team effort and in order to preserve our ability to market our brands around the world, an investment in our future of our brands.


Self-Regulation and Responsibility Codes

As good corporate citizens, we believe that well-constructed self-regulatory codes can be more effective and credible than government regulation and legislation. Self-regulatory codes allow for speedy resolution of issues without compromising legitimate advertising and promotional needs.

Our participation in such organizations commits us to adhere to industry codes on the responsible marketing and promoting of our products; to place moderation statements on our consumer advertising; and in many markets to place statements on our products to remind consumers to enjoy our brands responsibly. Of course, we are strong supporters of improving the self-regulatory process, whenever possible.

As founding members of the Distilled Spirits Council of the United States (DISCUS), Bacardi USA has made significant improvements in the Code of Responsible Practices for Beverage Alcohol Advertising and Marketing within the last few years.

We have made the Code Review process more transparent, through the issuance of semi-annual reports, increased the demographic reach for media advertising to a minimum 70% of the audience above the legal drinking age, instituted new guidelines regarding demographic data and advertising placements, and further strengthened how we advertise in magazines and on branded apparel, to maintain our objective of directing our advertising to those above the legal drinking age.

In Europe, we are represented on the Council of the European Spirits Organization (CEPS), and are members of the Scotch Whisky Association, as well as the Gin and Vodka Association and Comité Européen des Entreprises Vins. We support the guidelines issued by these organizations that cover advertising, promotions, public relations, and sampling programs, and give specific guidelines on avoiding appealing to underage consumers. We also support the common standards (guidelines) of EFRD, the European Forum for Responsible Drinking.

We also support national codes as relevant, such as in the United Kingdom, we support the industry-launched Social Responsibility Standards for the Production and Sale of Alcoholic Drinks.


Retailer Programs

In the United States, the Council recently created the 65% Campaign to encourage parents to play a more active role in keeping alcohol out of the hands of teens. This campaign is based on recent findings that 65% of youth obtain the alcohol they drink from their family and friends. Since The Council’s inception, more than ten million posters, decals, buttons and employee information brochures have been distributed free of charge to retailers and wholesalers nationwide.

Bacardi also teamed up with the Council to produce a helpful Tip Card that was distributed at last year’s Orange Bowl Football Classic.

In the United Kingdom, retailers launched the Challenge 21 program to reduce the availability of alcohol for purchase by underage drinkers. Bacardi worked with local police and the City Council Licensing Unit to launch the Best Bar None Awards in Southampton, an accreditation program for pubs, clubs and bars. We also sponsored a late-night free bus service across the Christmas period in Southampton as part of a city centre transport initiative.



In the United States, we support education through our partnership with The Century Council, a not-for-profit organization dedicated to fighting drunk driving and underage drinking. has developed two new programs in the past year. Ask, Listen, Learn: Kids and Alcohol Don’t Mix was developed in partnership with Nickelodeon and is a new creative, multimedia program for middle school students. Designed by a team of specialist educators and psychologists, the interactive program helps parents have effective conversations about alcohol with their children, using accessible resources that include discussion booklets, public service announcements, and an interactive website. Ask, Listen, Learn continues The Council’s long-standing commitment to American youth following Ready or Not®: Talking With Kids About Alcohol in its English, Spanish and Native American versions. For more information please visit

Since underage drinking by girls has not reduced as much as it has by boys, the Council designed Girl Talk: Choices and Consequences of Underage Drinking for mothers and their teenage daughters. Designed to address the communication gap, Girl Talk features a brochure for mothers and a website,, designed to educate mothers about the important role they play in their daughter’s decision to drink – or not to drink alcohol. Girl Talk has been featured on NBC’s “Today Show” and CNN’s “This American Morning,” as well as in countless newspapers across the country. In Italy, we have undertaken an innovative collaboration with the Vatican, to promote messages of drinking in moderation through their literature, which has been made available to 1,300 schools.

In the United Kingdom, our advertising and packaging refers users to the Drinkaware website, which provides guidelines on daily consumption and on how to enjoy and respect alcohol as part of consumer lifestyles.

In Mexico, we support the TIPPS Program of interactive workshops to promote an overall culture of responsibility and moderation with respect to alcohol consumption. Our subsidiary in Mexico has also developed a web page to provide information and reference to the latest news regarding alcohol-related issues.


Drink/Drive and Road Safety

In January 2008, Michael Schumacher, 7 Times Formula 1™ World Champion started work as Bacardi’s Global Social Responsibility Ambassador. An advertising and PR campaign featuring Michael Schumacher, promoting the campaign theme, ‘Champions Drink Responsibly ‘ was launched in April 2008 in Brussels. The campaign theme supported a simple message - drinking and driving don’t mix. During the launch event Bacardi Limited also signed the EU Commission Road Safety Charter. Over the next year, the campaign will run in over 50 countries. For further information please visit

Through our French subsidiary, we have participated in programmes through Enterprise and Prevention to reduce the incidence of alcohol-related road accidents among young people, and to eliminate sales of beverage alcohol to minors.

In Germany, we have invested in a Driver’s Corner as part of our on-premise promotional activity, which provides free soft drinks for designated drivers at Bacardi events.

The Century Council has played a leadership role in the identification of the hardcore drunk-driver problem and has developed effective means to combat it. In 1997, The Council launched The National Hardcore Drunk Driving Project, a single, comprehensive resource to assist in the development of programmes that advocate swift identification, certain punishment and effective treatment to reduce hardcore drunk driving. In June 2004, the Council produced Hardcore Drunk Driving Judicial Guide: A Resource Outlining Judicial Challenges, Effective Strategies and Model Programs. The Guide is a resource for judges and judicial educators to help them address the complexities in their courts of reducing drunk driving, in turn protecting the public from these dangerous offenders.

There are many other examples of our support to combat the problems associated with misuse of our products, and to show how our products should be enjoyed responsibly. These initiatives are of the keenest interest to us.

For further information on our company policies please



BACARDI Cookie PolicyVersion dated 4 March 2013


This Cookie Policy is intended to inform you how our Website uses a technology called “cookies” and web server logs. This Cookie Policy is intended to assist you in making informed decisions when using our Website. Please take a minute to read and understand the Cookie Policy.


1 What Are Cookies and What Do They Do?

A cookie is a very small text document, which often includes an anonymous unique identifier. When you visit a website, that site’s computer asks your computer for permission to store this file in a part of your hard drive specifically designated for cookies.

Information gathered through cookies and web server logs may include the date and time of visits, the pages viewed and the time spent at our Website.

For further details on cookies, please visit All About Cookies where you can find comprehensive information on cookies and similar technologies.


2 Consent to The Use of Cookies On This Website

By continuing to use our Website, you are deemed to consent to our use of the cookies described in this Cookie Policy.


3 Blocking Our Use of Cookies

You can block our use of cookies by activating the settings in your browser. Please visit All About Cookies where you can find comprehensive information on cookie management and blocking for a wide variety of browsers.


4 What Happens If I Block Cookies?

In order to use certain services offered through our Website, your web browser must accept cookies. If you choose to withhold consent, or subsequently block cookies, some aspects of the Website may not work properly and you may not be able to access all or part of our Website.


5 How We Use Cookies

If access to our Website requires you to enter your date of birth and country, cookies allow us to remember the data you have entered, so that we do not need to ask you to re-enter them every time you browse to a different page of the Website.

We also use “Webtrend Analytics” type of cookies which, in conjunction with our web server’s log files, allow us to calculate the aggregate number of people visiting our Website and which parts of our Website are most popular. This helps us gather feedback so that we can improve our Website and better serve our customers. We do not generally store any personal information that you provide to us in a cookie. The purpose of Webtrend Analytics cookies is storing information such as the time you visit the Website, and whether you have visited it before (and the website that you visited prior to visiting our Website). For further information about Webtrends Analytics cookies please see here: Webtrends Analytics

We may also use “Social Media” cookies to personalise your interaction with third party social media platforms such as Twitter and Facebook where our Website uses such features. Such cookies recognise users of these social media sites when you view social media content on our Website. They also allow you to quickly share content across media, through the use of simple “sharing” buttons. We use the following Social Media cookies: Twitter, FaceBook, WebTrends, Google Analytics.

Most of our cookies expire within 30 days, although our analytics cookies may persist for between 2 and 10 years.