• Ad Age, Monday, July 23, 2007 10:30 AM

Booze behemoth Pernod Ricard has begun a global media review of its $200 million account, according to insiders, putting incumbent Carat's North American share of the account in play.

The France-based alcohol company, with brands like Stolichnaya and Kahlua, had earlier announced a review of media in its European markets. Carat has only had the business here for two years. Some reports suggest the review is aimed to reduce media costs, even as Pernod Ricard reported a sales increase of 7.3% in the first half of 2007, tracking the liquor industry's strong performance against rival tipples like wine and beer.

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