Bacardi Limited
ESG Report
2024

Choices

Bacardi is committed to helping reduce alcohol-related harm by being an ambassador for responsible drinking, educating consumers of legal drinking age on how to enjoy and serve alcohol in a safe and responsible manner, and enabling them to make good choices for themselves.

Good Choices

Goals.

INITIATIVES & PARTNERSHIPS

Support responsible drinking initiatives and partnerships in the top 80% of Bacardi markets each year

PROGRESS:

Supported responsible drinking initiatives and partnerships in 11 of 12 top markets within scope of target

NUTRITIONAL INFORMATION

Make nutritional information available to the consumer for 100% of total volume sold by 2025

PROGRESS:

Nutritional information is available for 99% of total volume sold

RESPONSIBLE MESSAGING

Carry responsible drinking messaging and website designation on 100% of brand labels each year 

PROGRESS:

100% of our brand labels carry responsible drinking messaging and website designation

RESPONSIBLE MARKETING

Prioritize a responsible approach to marketing by ensuring all marketing and communications comply with global regulatory codes and legislation resulting in no upheld marketing complaints each year

PROGRESS:

No upheld marketing complaints during the reporting period

CRAFTING A FUTURE OF MINDFUL CONSUMPTION

A moment. It’s nothing more than a fleeting instant. Yet, every moment, large or small, has the power to leave a lasting impression on our lives. 

At Bacardi, we seek to create moments that matter. It’s a purpose, not a desire; to bring people together and become a catalyst for connection. 

In that context, and as the largest privately held international spirits company, we have a deep-seated obligation to ensure our products—and the moments they inspire—are enjoyed responsibly. Here’s a glimpse at what we’re doing around the world to encourage responsible drinking. 

At Bacardi, we truly care about our consumers, and that means it is on us to empower them to make good choices for themselves, to drink responsibly, and to embrace mindfulness.

Ned Duggan
Chief Marketing Officer & President of Bacardi Global Brands Limited
Bacardi

Belgium

In a survey conducted by the Belgium Trade Association Vinum Et Spiritus, young adults (ages 18 to 24) admitted that social pressure and peer influence increase the risk of excessive drinking. To combat these negative pressures, Bacardi partnered with Vinum Et Spiritus to deliver a social campaign called “You Do You,” which urged young adults to respect their personal boundaries, as well as the boundaries of their peers. 

Mexico

Every year, the PATRÓN® tequila distillery in Mexico is visited by hundreds of university students (all above the legal drinking age) and government bodies, to whom we deliver alcohol responsibility training. It’s a prime example of how we leverage the expertise and status of our own people to educate on this important topic, alongside the impactful alcohol responsibility initiatives delivered by our trade association partner, FISAC (short for Fundación de Investigaciones Sociales, AC, or in English: Social Research Foundation, AC).

India

NH7 Weekender is one of the biggest arts festivals in South Asia—an annual, multi-city, multi-genre event that features both international and up-and-coming talent in music, comedy, and beyond. Held in India, NH7 has been sponsored by Bacardi since its inception in 2010. Last year, to champion responsible alcohol consumption and mitigate the risk of driving under the influence of alcohol, we helped the festival arrange: 

  • Free transport for attendees with shuttle buses running to and from the festival site
  • QR codes on the stage screens that led consumers to The Good Spirited Host, paired with messaging that encouraged responsible consumption 
  • Water stations throughout the festival grounds to ensure consumers could choose to drink water and stay hydrated

Additional Good

Mindful Moments Ambassador Training

In FY24, Bacardi initialized a company-wide training program geared toward equipping our people with the proper tools and knowledge to become mindful moments ambassadors. Which is to say, people who champion responsible consumption both at the workplace and in their daily lives. The training covered a multitude of topics, but at its heart, centered on four key areas: 

Measure & Moderate 

Understanding how much you are drinking, measuring alcohol when serving others, and drinking within government guidelines

Care 

Looking out for one another when drinking and respecting everyone’s choices regarding what they choose to drink 

Plan 

Making sure you plan how to get home after consuming alcohol and helping others get home as well

Staying safe in the workplace 

Moderating the consumption of alcohol in the workplace (where legally permitted) and ensuring that workplace consumption never becomes a safety or employment-related concern

Brand Homes

For those who want to learn more about the art of crafting Bacardi brands, we welcome visitors to our brand homes for an experience that includes tastings, tours, and more.

Bacardi has always endorsed responsible drinking at our brand homes. And seeing a steady rise in visitors from year to year, we saw an opportunity to engage consumers on matters of mindfulness and moderation at an even deeper level. In FY24, we launched the first phase of a new program that enhances existing responsibility messaging with supplemental content pulled both from The Good Spirited Host and Slow Drinking website—a Bacardi-owned online platform that endorses a mindful approach to consumption.

The Good Spirited Host

The Good Spirited Host: Your Guide to Mindful Hosting and Cocktails—or The Mindful Hosting Guide, as it’s sometimes called—has become something of a living document. While the book explores what it means to be a well-informed ambassador of mindful mixology and moderation, we updated it in FY24 as a way of serving up some exciting new cocktail recipes based on current and seasonal trends. Brimming with tips on how to elevate your next gathering, the guide includes delicious NoLo and full-proof drink recipes, as well as tips on how to host responsibly. Check out The Good Spirited Host for yourself—available in both English and Spanish—and become a mindful host for your next gathering of family and friends.

NoLo Range

The demand for no and low-alcohol options continues to rise as consumers adopt a more mindful approach to consumption. At Bacardi, we continue to deliver something for everyone, with a premium range of NoLo options that never compromises on flavor, quality or mixability.

MARTINI® Non-Alcoholic Aperitivo

A premium range of Non-Alcoholic Aperitivo, Floreale and Vibrante are a delightful alternative for the brand’s iconic vermouth, delivering award-winning quality and taste.

ST-GERMAIN® Elderflower Liqueur

Made with fresh elderflowers, every bottle of this finely crafted, perfectly balanced and refined liqueur contains up to 1,000 elderflower blossoms, handpicked once a year.

Labeling Updates

We have made a global commitment to helping prevent underage drinking. As part of that commitment, we are proactively working to add minimum legal drinking-age language to our bottles as a way of ensuring we send a clear message about the appropriate drinking age of our products.

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