Some people have a few drinks, get behind the wheel and suddenly — and dangerously — believe they can drive like Michael Schumacher.

Perhaps that is why Bermuda-based alcoholic beverages producer Bacardi Ltd. has hired the seven-time Formula One world champion to spread the message that drinking and driving don't mix.

Yesterday Bacardi launched its "Champions Drink Responsibly" campaign, fronted by Mr. Schumacher, who is the company's global social responsibuility ambassador.

"As a leading global spirits company, we take our responsibility to educate consumers about responsible drinking very seriously," Andreas Gembler, president and chief executive officer of Bacardi Ltd., said.

"I am delighted that we are joined in our efforts by such a high-profile individual as Michael Schumacher. His passion matches our own and together I know we can have a great impact in raising awareness."

Over the next two years, the campaign will use advertising, public relations events and digital media to spread the social resonsibility message.

The first phase, featuring the broadcast and print advertising was unveiled yesterday at the Autoworld Museum in Brussels by Mr. Schumacher.

"I am eager to spread the message that drinking and driving don't mix. It is a topic that I feel strongly about and it builds upon my work in the area of road safety," said Mr. Schumacher.

"I congratulate Bacardi Ltd. on taking the initiative to help raise awareness among drivers around the world on this issue."

The advertising campaign featuring Michael Schumacher will be available in 15 and 20 second lengths for television, cinema and online media. The broadcast message from Michael says, "When I go for a drink, my car stays at home."

In addition, there will be a print campaign featuring different statements from the star racing car driver, including: "A word of advice if you are going out tonight. Taxi."

As part of the international launch, Bacardi will sign up to the European Road Safety Charter at a signing ceremony with European Union Transport Commissioner Jacques Barrot.

The European Road Safety Charter provides tangible contributions to increasing road safety in Europe with the aim of halving the number of traffic fatalities on European roads by 2010.

The "Champions Drink Responsibly" campaign will be rolled out initially across 40 countries.

Mr. Gembler added: "The campaign from Bacardi Limited to promote responsible drinking is very timely as the industry is actively seeking to work in partnership with national governments to highlight the issue of drink drive or drinking and driving as it's called in some parts of the world."

The elements of the campaign, as well as a behind-the-scenes video of the making of the ads, may be found at www.championsdrinkresponsibly.com and www.bacardilimited.com.

Since he retired in 2006 Mr. Schumacher has become heavily involved in road safety initiatives including the Commission for Global Road Safety and the FIA (Federation Internationale de L'Automobile) Foundation's "Make Roads Safe" campaign.