Allied Domecq global brand PR manager Louise Bowden confirmed the firm's UK comms team had held discussions with AAR, which in turn contacted major consumer and full-service agencies. An AAR source refused to comment.
Bowden declined to say whether the agency review was aimed at a full repitch of the firm's UK PR business, but a leaked AAR document suggests a major overhaul is on the cards.
The credentials request specifies a budget in excess of £1m, and says the firm is looking for an agency with a 'proven ability of manufacturing news and events,' with an emphasis on creativity.
Allied Domecq spirits range from Beefeater gin to Tia Maria, Harvey's Bristol Cream and Laphroaig and Teacher's whiskies.
PR for Allied Domecq's brands is currently handled by a network of consumer agencies on individual brands.
One source said agency consolidation by Allied Domecq was consistent with a drinks sector trend towards reducing the overheads in using multiple contractors.
Last year Allied Domecq slashed its ads and marketing rosters to just two ad shops and one marketing firm.