In a move that has ignited significant debate, Ontario's Premier Doug Ford has unveiled a new agreement that will see the popular Canadian whisky brand, Crown Royal, sold in the province's supermarkets. The announcement, made on Tuesday, marks a major shift in the region's alcohol retail landscape but has been swiftly met with accusations of cronyism and concerns over public health.
A Controversial Partnership with Diageo
The deal, struck between the Ontario government and spirits giant Diageo, owner of the Crown Royal brand, will initially place the whisky in up to 450 grocery stores across the province. Premier Ford, a known enthusiast for the brand, personally announced the initiative, stating it was about providing greater convenience and choice for consumers. He emphasised that the move was part of a broader effort to modernise Ontario's alcohol sales system, which has historically been more restrictive.
However, critics were quick to point out the Premier's long-standing and very public affinity for Crown Royal. Opposition leaders highlighted that Mr. Ford has frequently mentioned the whisky in speeches, even gifting bottles of Crown Royal XO, a premium expression, to former Prime Minister Boris Johnson during a trade mission. This has led to serious questions about whether the deal represents sound policy or a case of personal preference influencing government action.
Accusations of Favouritism and Health Warnings
The announcement has drawn sharp criticism from political opponents and health advocates alike. Ontario's Liberal leader, Bonnie Crombie, labelled the move "another example of Doug Ford putting his friends and favourites first," suggesting the deal unfairly benefits a single, well-connected corporation. The New Democratic Party also condemned the initiative, framing it as a misguided priority that risks exacerbating alcohol-related harms.
Public health experts have reinforced these concerns. Dr. Hayley Goren, a physician, warned that increasing the availability of high-alcohol spirits like whisky in everyday retail environments could normalise excessive consumption and lead to negative health outcomes. This perspective adds a layer of controversy to what the government portrays simply as a consumer-friendly expansion of access.
Broader Context and Political Fallout
This decision sits within Premier Ford's wider agenda to liberalise alcohol sales in Ontario, following earlier steps to allow the sale of beer and wine in supermarkets. The government argues this approach breaks up monopolies, fosters competition, and aligns with practices in many other jurisdictions.
Nevertheless, the specific focus on a brand so closely associated with the Premier has become a significant political liability. The deal with Diageo was confirmed just one day after a major cabinet shuffle, timing that opposition parties argue was designed to minimise scrutiny. As the story develops, the controversy threatens to overshadow the policy's intent, centring the debate on issues of propriety, lobbying influence, and responsible governance rather than consumer choice.
The coming weeks will likely see continued pressure on the Ford government to justify the partnership transparently and address the dual concerns of potential favouritism and public health impacts as Crown Royal whisky prepares to hit supermarket shelves.
