Schumacher promotes responsible drinking Bacardi Limited, as part of its responsible drinking "Champions Drink Responsibly" campaign, is providing the drive of a lifetime: the opportunity to be in the passenger seat next to Michael Schumacher, the world's most successful Formula One race driver - and the world's most famous designated driver.
Schumacher, who is the firm's Social Responsibility Ambassador, will drive 28 adults from select markets around the world on a race track circuit to raise awareness about the critical message of responsible drinking.
The seven-time World Champion and each of his passengers will drive full-throttle rides around the exclusive Ascari Race circuit in southern Spain to demonstrate his expert handling of a high performance car to highlight how champions stay in control in various environments.
"I am eager to spread this message that drinking and driving don't mix. It is a topic I personally feel strongly about," said Schumacher.
This promotion is part of a Bacardi Limited global social responsibility campaign launched in April, which has touched millions of adults already, to encourage drivers to know the options available to avoid drinking and driving: using public transportation, taking a taxi, designating a driver, or drinking non-alcoholic cocktails if they must drive.
Seamus McBride, President and CEO of Bacardi Limited, explained that his company and Schumacher teamed up "because we share a passion for educating consumers about the dangers of drinking and driving."
Schumacher will be taking adult prize winners around the five-kilometer track at Ascari, which boasts corners designed to emulate legendary racing curves including Eau Rouge, Paddock Hill and the Karrousel.
These rides will also be a first for the racing legend: "I have not driven the Ascari circuit before so this will be a new and exciting experience for me as well."
"I will be looking out for those bends that have been modeled on F1 circuits that I have raced on over the years. This will be an opportunity for lucky winners to enjoy the experience of a lifetime," added Schumacher.
The "Champions Drink Responsibly" social responsibility campaign also includes television, print and on-line advertising that features Michael Schumacher, as well as public relations and promotional activities in over 40 countries.