Editor’s note: This is a developing story and will be updated periodically with new information. It was last updated at 5:45pm ET. If you have tips about what’s going on at Diageo, please get in touch by emailing me ([email protected]) or texting me on Signal (dinfontay.11). Anonymity available.—Dave.

For the second time in as many months, Diageo has conducted substantial layoffs across its North American organization, Fingers has learned. The struggling mega-firm is now demanding the employees that remain adopt a “‘Bigger, Better, Fewer’ mindset” as they work to retool big-time brands like Casamigos, Johnnie Walker, and Captain Morgan for the United States’ “total beverage” landscape.

The cuts, which began Monday morning with a video call at 9am ET conducted by chief executive Dave Lewis, are wide-ranging. Documents, screenshots, and recordings shared with Fingers by a current Diageo employee suggest the reduction in force is also functioning as a sweeping reorganization of the struggling spirits conglomerate’s approach to the crucial, if sluggish, American market.

The employee has been granted anonymity because they have not been authorized to communicate with press. Diageo North America’s press office did not immediately respond to a request for comment.

It is not clear the full extent or nature of the layoffs, though multiple people with knowledge of the situation have described them as broad and severe. With details on new go-to-market strategies, reporting structures, and more, the internal materials paint a picture of an operation in serious flux, if not quite disarray.