Ontario Premier Doug Ford has issued a stark warning to rye drinkers, telling them to "stock up" as he promises to banish the iconic Crown Royal whisky from the province's liquor stores. This dramatic move escalates a bitter feud with the brand's multinational owner, Diageo plc.
A Spirited Feud Over Jobs and National Pride
The conflict ignited in September 2025 when Diageo announced plans to shutter its Crown Royal production plant in Ontario and move operations to the United States, resulting in the loss of roughly 200 jobs. In a symbolic act of defiance, Ford publicly emptied a bottle of the whisky in Kitchener, declaring, "This is what I think of Crown Royal."
Ford has now renewed his threat to wield the power of the Ontario liquor control board, one of the world's largest alcohol buyers. "You'd better stock up there, buddy," he told reporters, asserting he was "100%" committed to removing the spirits from shelves. He previously labelled the company's decision-makers as "a few fries short of a Happy Meal" and "dumb as a bag of hammers."
The Battle for a 'Uniquely Canadian' Brand
For political leaders, the loss of the Crown Royal facility represents an erosion of a product long marketed as uniquely Canadian. First introduced 86 years ago to honour a visit by King George VI and Queen Elizabeth, its advertising has consistently stressed its Canadian roots. The whisky is made with Canadian grains and water from Manitoba's Lake Winnipeg and is sold in its distinctive purple bag.
Diageo, like other firms, is adjusting its global strategy in response to incentives from the White House aimed at luring production back to the US. Conversely, consumer boycotts in Canada, sparked by Donald Trump's provocations, have severely impacted sales of some US brands.
The London-based multinational acquired Crown Royal in 2001 and maintains that the whisky "will be mashed, distilled and aged in Canada, just as it has been since 1939." It also stated that products for Canada and markets outside the US would continue to be bottled domestically.
Broader Implications and Retaliation Threats
Ford, however, dismisses these assurances as "a bunch of BS," insisting the company's ultimate plan is to move all production to a new plant in Alabama. He referenced a previously announced C$245 million carbon-neutral distillery project in Ontario, which was first scaled back to a warehouse and then paused entirely.
The Premier warned that while the immediate action targets Crown Royal, he is also scrutinising other Diageo brands like Guinness and Smirnoff. "The message to everyone else; don't try to hurt Ontario, especially if we're your No 1 customer – you'll be held accountable," Ford declared.
This standoff highlights the growing tensions between regional economic nationalism and global corporate strategy, with a beloved Canadian spirit caught squarely in the middle.
