Targeted campaign highlights disturbing facts on where teens get alcohol -- at home

MIAMI, Dec. 29 /PRNewswire/ -- Bacardi U.S.A., Inc., the United States import, sales and marketing arm of one of the world's leading spirits and wine producers, announces it has secured more than $1.3 million in television, radio, print, online and outdoor media placements from its media partners to support the 2009 "We Don't Serve Teens" campaign. These ongoing efforts to stop illegal, underage drinking, are part of the company's historic commitment to social responsibility.

This powerful education campaign underscores that serving alcohol to teens is unsafe, irresponsible and illegal. It provides critical information that most teens who drink, obtain alcohol from older friends, family members, or at parties, or take it from their home without parental knowledge. The campaign showcases useful information for talking to teens about alcohol and highlights the strong influence parents and other adults have on teens' decision to say no to alcohol. Practical tips for parents can be found at www.dontserveteens.gov.

The campaign is a joint private-public partnership with the spirits industry, the federal government, state governments, consumer organizations, The Century Council and The Distilled Spirits Council. The "We Don't Serve Teens" campaign was developed by the Federal Trade Commission to fight underage drinking.

Bacardi U.S.A., Inc. in conjunction with its media partners, has secured national exposure for the program through placements with six print and 22 online partners. In addition, the company has garnered local presence through public service announcements that appear on television in 49 markets, radio in 34 markets and billboards in 17 markets. All media partners are featuring the "We Don't Serve Teens" campaign through December 2009.

"Bacardi U.S.A. is dedicated to keeping our products away from those who are not of legal drinking age and we want teens and parents to know underage drinking is unacceptable, harmful and illegal," said Rick Wilson, senior vice president, external affairs, Bacardi U.S.A. "Most alcohol consumed by minors is found at home and we're confident educating parents on this and speaking to teens about making the right choices will help address underage drinking."

In addition to its commitment to "We Don't Serve Teens," Bacardi has a long history of incorporating responsible consumption messages into its advertising and undertakes various activities emphasizing responsible consumption of beverage alcohol. Bacardi has a pioneering heritage in social responsibility dating back to the 1930's in Mexico and with award winning campaigns in the United States in the 1970s-1990s.

The company is a member of both The Century Council, a leader in the fight to eliminate drunk driving and underage drinking, and The Distilled Spirits Council of the United States, a national trade association which maintains responsible practices for beverage alcohol advertising and marketing.

About Bacardi U.S.A., Inc.

Bacardi U.S.A., Inc. is the United States import, sales and marketing arm of one of the world's leading spirits and wine producers. The company boasts a portfolio of some of the most recognized and top-selling spirits brands in the United States including BACARDI® rum, the world's favorite and best-selling premium rum, as well as the world's most awarded premium rum; GREY GOOSE® vodka, the world-leader in super-premium vodka; DEWAR'S® Blended Scotch Whisky, the number-one selling blended Scotch whisky in the United States; BOMBAY SAPPHIRE® gin, the top-valued premium gin in the world; CAZADORES® blue agave tequila, the number-one premium tequila in the world; MARTINI® vermouth, the world-leader in vermouth; and other leading and emerging brands.

SOURCE Bacardi U.S.A., Inc.

Back to top

RELATED LINKS
http://www.dontserveteens.gov