By Annette Shailer

Bacardi Lion in partnership with racing legend Michael Schumacher launched its inaugural ‘champions drink responsibly’ campaign in Belgium on Wednesday.

The global campaign targets drink driving across 40 countries with Schumacher, Bacardi’s global social responsibility ambassador, spearheading the ‘drinking and driving don’t mix’ message.

Bacardi Lion managing director, Colin Rochester, said the initiative was important for educating Australian consumers.

“While drink driving in Australia has experienced a reduction over recent years, there is still a significant job to be done in educating consumers of the dangers,” he said.

Schumacher, a seven-time FIA Formula One World Champion, was chosen by Bacardi because of his involvement in similar road safety initiatives.

“I am looking forward to working with Bacardi on this important global ‘don’t drink and drive’ campaign. Bacardi is to be commended on its commitment to bringing this campaign to a global audience,” Schumacher said.

The multi-faceted program will be launched in Australia this month and include advertising, consumer engagements, public relations, POS and digital media.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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