A dispute over a British-owned, Canadian-made whisky has triggered an unusual political standoff between two Canadian provinces, raising questions about national unity as the country grapples with trade pressures from the United States. At the centre of the row is Crown Royal, one of Canada’s most recognisable whisky brands, and a decision by its owner, Diageo, to shut a bottling facility in Ontario.
The controversy began after Diageo announced plans to close its bottling plant in Amherstburg, Ontario, after more than five decades of operation. The company said the move, expected to take effect in February, was part of a broader effort to restructure and strengthen its North American supply chain. As part of this plan, some bottling activities would be relocated closer to key markets, including the United States, though Diageo has maintained it is not shifting production there.
Ontario Premier Doug Ford reacted angrily to the announcement, publicly accusing the company of abandoning Canadian workers. In a highly symbolic gesture, Ford poured a bottle of Crown Royal onto the ground in front of reporters and vowed to “hurt” the company, urging Canadians to boycott the whisky. He later said the product would be removed from Ontario’s government-run liquor stores. The Liquor Control Board of Ontario is the largest alcohol wholesaler in North America, and Crown Royal is its top-selling whisky.
Ford has repeatedly suggested that Diageo’s decision would ultimately benefit the US, claiming bottling operations would end up in states such as Alabama. Diageo, however, has stated that bottling for Canada and non-US markets will move to a facility in Quebec, southwest of Montreal, and has not confirmed any US relocation.
The planned boycott has alarmed Manitoba, where Crown Royal is distilled in the small town of Gimli. The distillery is a major employer and economic driver in the community of about 2,300 residents. Manitoba Premier Wab Kinew made a symbolic visit to the Gimli plant this week, urging Ford to reverse his stance and warning that the boycott could harm Canadian workers far beyond Ontario.
Kinew acknowledged Ford’s efforts to protect jobs in his province but cautioned against actions that could undermine employment elsewhere in the country. Diageo employs more than 500 people across Canada, including around 100 in Ontario outside the Amherstburg facility. Kinew stressed the need for unity at a time when Canada is facing tariffs and trade challenges from both the US and China, arguing that internal disputes only weaken the country’s position.
The issue has also exposed divisions within the labour movement. Unifor, which represents workers at the Amherstburg plant, praised Ford’s hardline response, calling it an appropriate tactic in a trade war. In contrast, the United Food and Commercial Workers union, which represents Diageo employees outside Ontario, criticised Ford’s actions as political stunts that threaten hundreds of Canadian jobs.
Ford, often dubbed “Captain Canada” by supporters, has built a reputation for aggressively confronting US tariffs and has previously led efforts to remove American alcohol from Canadian shelves in retaliation. Those moves have drawn attention in Washington and even prompted friction with the Trump administration during trade talks. While Ford’s stance has earned praise from some quarters, the Crown Royal dispute highlights the complexities of balancing provincial interests with national solidarity.
Kinew, one of Canada’s most popular premiers, has attempted to strike a conciliatory tone, even inviting Ford to Manitoba to discuss the matter during a hockey game. Although Ford declined the invitation, Kinew said dialogue between the two leaders would continue, expressing cautious optimism that the dispute can still be resolved.
