Michael Schumacher back in the driving seat

Andreas Gembler, president and chief executive of Bacardi Limited, welcomes Michael Schumacher on board as social responsibility ambassador.

Starting in January 2008, Schumacher will work with Bacardi Limited, the largest privately held spirits company in the world, across its portfolio of brands, to communicate a global “don't drink and drive” social responsibility message.

“I have been involved in many road safety campaigns in my career with conviction and I feel very strongly about this initiative,” said Schumacher.

Dominic Romani-Backhouse, South African spokesperson for the spirits company, believes the international campaign will play an important role in highlighting local awareness of responsible drinking. “He is a figure of enormous stature for the South African public. The involvement of such a high profile and positive role model will make an important contribution to the social responsibility initiative.”

Andreas Gembler, the company's president and chief executive, said: “Michael is the most famous and successful driver in the world and we could not ask for a better ambassador. He is hugely respected for his road safety campaigns and we are confident that he will be able to communicate the ‘don't drink drive message' to a huge global audience. We look forward to sharing our plans publicly next year.”

Schumacher's image will be used across a number of different media including television, print, outdoor and the Internet. The primary communication message will be one of ‘don't drink and drive' together with a general responsible consumption message.

The message is clear: be responsible – please don't drink and drive!