Bacardi is urging tipplers not to drink and drive with a new global campaign starring former Formula 1 champion Michael Schumacher.

The campaign is part of a move by the Bermuda-based company to promote responsible drinking.

"As a leading global spirits company we take our responsibility to educate consumers about responsible drinking very seriously," said Andreas Gembler, president and CEO. "I am delighted we are joined in our efforts by such a high-profile individual."

The Champions Drink Responsibly campaign will be rolled out across 40 countries and will run for two years. It will comprise international broadcast and print advertising, supported in local markets with PR, consumer appearances and online activities.

"This campaign is very timely as the industry is actively seeking to work in partnership with national governments to highlight the issue of drink-driving," said Gembler.