Editor’s note: This is a developing story and will be updated periodically with new information. 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.

Late last month, Diageo conducted extensive layoffs and told its remaining employees to adopt a “‘Bigger, Better, Fewer’ mindset.” It still isn’t clear what that means for the spirits conglomerate’s loaded brand portfolio. But internal organizational charts obtained by Fingers shed more light on what it means for the structure of the new firm, which has struggled through the industry's post-pandemic hangover and drinkers’ pivot to canned cocktails and other ready-to-drink products.

A current Diageo employee shared the org charts with Fingers earlier this week on the condition of anonymity to avoid retaliation from the firm. I have independently verified their identity. A second Diageo employee, also granted anonymity to discuss internal documents without fear of retaliation, corroborated the validity of the org charts by cross-referencing them with materials accessible through a corporate share drive. Diageo did not respond to a request for comment.

The charts offer more granular detail to Lewis’ vision for Diageo, which he first laid out to employees on June 23rd—the same day he laid many of them off. Slides from internal presentations that day obtained by Fingers showed an orientation around “Four category groups, aligned globally.” The new groups are: ”Whiskey,” “Tequila & Vodka,” “Rum, Gin, Liquors, and Non Alc,” and “Guinness.” (Despite the beer’s remarkable success in a down market, the president of Diageo Beer Company, which oversees the brand, was laid off last month, Beer Marketer’s Insights reported.) A slide advised employees that the new framework will enable Diageo to “buil[d] competitive advantage with brand building and innovation.”

While each of the new charts provided to Fingers—”Whisk(e)y,” “Gin, Rum, Liqueurs & NA,” “Tequila + Vodka,” and “Marketing Operations & MarTech"—name team leaders, the rest of the roles are identified only by title. Several high-level jobs, like Marketing Operations’ vice-president of “brands in culture” and the leads for both Crown Royal and Smirnoff are listed as “OPEN.”