The development, which follows a major review of its structure, has created two new global category director roles. One covers vodka, gin and rums and the other whisk(e)y (as Diageo diplomatically sums up its whisky and whiskey portfolio).

The drinks giant said the new category director roles would be accountable for "conceiving a total category strategy and delivering that strategy across Diageo's portfolio". The move reflects the increased focus on category management within Diageo.

David Gates, currently global brand director for Johnnie Walker takes the whisk(e)y position, effective 1 July.

Latin America and Caribbean (LAC) marketing and innovation director Edward Pilkington becomes the new global category director – vodka, gin and rums, effective 1 August. There will be no change to the Guinness and Baileys global brand teams.

Diageo's Reserve brand group, managed by Rodolphe Paoli, will now also report directly into Andy Fennell, chief marketing officer for Diageo.

Fennell said: "This move towards a category approach in marketing will enable Diageo to move more quickly to access faster growth, reaching all the relevant price points and motivations and adopting a simpler approach.

"We believe this is the right move to evolve the business to meet the demands of the ever changing environment and deliver our growth targets."

The restructure will also see current global category director whisk(e)y, gins and Reserve Brands, Alberto Gavazzi, become general manager, North and SouthLAC business clusters, within the Latin America and Caribbean region of Diageo International.

The replacements for the Johnnie Walker global brand director and marketing and innovation director for Latin America have yet to be appointed.

The restructure comes amid a review of Diageo's direct mail, digital and CRM agency arrangements.