Ontario Premier Doug Ford has warned consumers to 'stock up' on Crown Royal whisky as he vows to remove the brand from provincial liquor store shelves. The threat follows Diageo's announcement to close its Ontario plant and move operations to the US, resulting in the loss of roughly 200 jobs.
Ford reiterated his commitment to ban the whisky, stating he is '100%' behind the plan. In September, he symbolically dumped a bottle of Crown Royal after Diageo revealed its decision. The company cited shifting global strategy in response to US incentives aimed at bringing production back to America.
Crown Royal, first introduced in 1939 to mark a royal visit, has long been marketed as uniquely Canadian. It is made with Canadian grains and Manitoba water, and is the top-selling Canadian whisky in the US. Diageo insists that production for Canadian and non-US markets will remain in Canada, but Ford claims the company plans to move all production to Alabama.
Ford also warned that other Diageo brands, including Guinness and Smirnoff, could face similar action. 'The message to everyone else: don't try to hurt Ontario, especially if we're your No 1 customer – you'll be held accountable,' he said.
