Former Formula One racing champion Michael Schumacher is to become the face of responsible drinking for Bermuda-based Bacardi Limited.

The world's largest privately held spirits company has reached an agreement with the seven-time FIA Formula One World Champion to become Bacardi's Global Social Responsibility Ambassador.

Starting in January, Mr. Schumacher will work with Bacardi and its portfolio of brands to communicate a global 'don't drink and drive' social responsibility message.

"I am looking forward to working with Bacardi on this important global 'don't drink and drive' campaign. I have been involved in many road safety campaigns in my career with conviction and I feel very strongly about this initiative. Bacardi is to be commended on its commitment to bring this responsibility campaign to a global audience," said Mr. Schumacher.

Andreas Gembler, president and chief executive of Bacardi, 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 and drive' message to a huge global audience. We look forward to sharing our plans publicly next year."

Mr. 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 campaign will be launched in early 2008.