Bacardi-Martini Singapore launches initiatives to drive home responsible drinking message

Singapore will be one of 40 countries worldwide where the advertising campaign will be rolled out as part of the first phase of the Champions Drive Responsibly campaign. Further, an outreach program to engage motorists and nightspots has also been launched to create awareness and encourage action in support of responsible drinking.

“Bacardi-Martini Singapore recognizes our responsibility in spreading the ‘drinking and driving don’t mix’ message and the company’s latest initiatives are part of our continued commitment to promote responsible drinking in Singapore,” said Ian Davidson, Managing Director, Bacardi-Martini Singapore Pte Ltd. “This campaign is built around the consumer and our trade partners, and offers them concrete action steps that they can take to join in nationwide efforts against drink driving.”

To this end, Bacardi is partnering with the Traffic Police and the Octopus Group, owners of Eski Bar and Liquid Kitchen, to launch a Drive Home Service starting this May. As part of the company’s service to the community, Bacardi will offer patrons of nightlife establishments along the Tanjong Pagar, Boat Quay, Circular Road and Kampong Bahru areas a complimentary chauffeured service to drive them home safely after a night out.

“We are heartened by Bacardi's commitment to promote responsible drinking. The Drive Home Service is an excellent initiative and Bacardi has taken the lead to encourage motorists to use alternative transport should they decide to drink,” said DAC Christopher Ng, Commander, Traffic Police.

As part of Bacardi’s holistic approach towards promoting responsible drinking, the company will also conduct education workshops for bartenders and service staff in Singapore. This year, all participants in the annual Bacardi-Martini Grand Prix Singapore 2008, which will be held in April and May, will undergo a workshop on responsible serving and social responsibility.

Furthermore, Bacardi will sponsor additional workshops for bartenders and service staff from leading nightlife establishments, including outlets under the Octopus Group and Zouk. More than 150 participants will be trained in the first round of the workshops later this year.

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[I](photos by Bacardi Limited, courtesy of AP Photos)[/I]

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