Bacardi Global Brands has launched a wide-ranging review of its advertising strategy.

Bacardi Global Brands, which is responsible for nine drinks brands worldwide, has begun a "thorough internal review" of all advertising agencies it works with, a Bacardi spokesperson has confirmed to just-drinks.

She said the group, which works with more than 50 ad agencies on brands such as Bacardi and Grey Goose vodka, expected the review to take several months.

"We want to know if we are using our agencies to the best of their skills and if we could have better utilisation of agencies," the spokesperson said, adding that no decisions had yet been made, and that the review did not reflect any problems with agencies Bacardi has been working with.

Bacardi recently agreed a deal to buy an unspecified minority stake in Tequila maker the Patrón Spirits Company. It also announced on 4 August that Seamus McBride, formerly of Colgate-Palmolive, will replace Andreas Gembler as president and CEO, from the beginning of next month.