Between the Lines: Bacardi takes global risk

Bacardi Martini's decision to call a global review to realign its Bacardi rum as a global brand is a US-led initiative that probably has its foundations in an exercise in cost-cutting.

However, the drinks manufacturer may be making a rod for its own back - global drinks campaigns are not as easy to create as they used to be.

Legislation is tightening up across the globe and campaigns that regularly bent the rules, such as McCann Erickson's "welcome to the Latin quarter", will no longer be able to sneak under the wire.