After months of behind-the-scenes agonizing, Labatt Breweries of Canada took a scalpel to its salaried staff roster on June 19, eliminating as many as 200 positions.

The layoffs took place just weeks after Labatt quietly informed its agencies and media partners it would be cutting back sharply on its marketing expenditures for the balance of the fiscal year, which ends April 30.

Kate Potter, Labatt’s director of media, says the brewer, which continues to ready itself for a borderless North American beer market, has slashed discretionary spending across ‘all brands, all markets and all media.’

But Potter says no cuts have been made in support for core sports and entertainment properties. PA