Bermuda-based Bacardi Ltd., the largest privately held spirits company in the world, has won the Best International Communication Award for its 'Champions Drink Responsibly' campaign at the European Excellence Awards 2008, held in Budapest, Hungary this month.

The European Excellence Awards honour the most outstanding achievements of communications professionals on an international scale for best campaign strategy, innovation, creativity, cost-efficiency and results.

Bacardi launched 'Champions Drink Responsibly', its first global social responsibility campaign, in January, and with only four months to launch the campaign across 40 markets, the Bacardi team worked with its representatives around the world to create a programme that would work effectively on a global scale.

To promote the campaign, Bacardi appointed seven-time Formula One world champion Michael Schumacher as the Bacardi global social responsibility ambassador. A media launch at the Autoworld Museum in Brussels in April resulted in more than 550 print and online news articles and 50 broadcast clips globally; including a six-minute piece on a leading international cable network.

Last month, Bacardi launched the next phase of the campaign-¿ the opportunity to be in the passenger seat next to Michael Schumacher. In May 2009, the Formula One world champion will drive 28 adult consumers from select markets around the world on a race track circuit to raise awareness about the importance of responsible drinking.

Bacardi president and CEO Séamus McBride said: "Bacardi Limited is delighted to have received this prestigious international award as the company has a long- standing commitment to corporate social responsibility.

We strive to continually develop innovative programmes to educate consumers in an effort to reduce alcohol harm."