Here’s a bold statement: A whiskey boycott could be on the horizon, and it’s all because of a heated dispute between Ontario Premier Doug Ford and international alcohol giant Diageo. But here’s where it gets controversial—Ford is threatening to pull Crown Royal from the LCBO, Ontario’s taxpayer-owned liquor retailer, unless Diageo agrees to replace the 160 jobs lost when a bottling facility in Amherstburg closed. Sounds like a fair fight for local workers, right? Not everyone thinks so.
For the second time in as many days, Ford has softened his stance, now offering Diageo an ‘olive branch.’ During a recent news conference, he told Global News, ‘If Diageo comes to the table with a solid plan—whether it’s manufacturing bottles, creating cartons, boosting advertising, or something else—and they can prove it on paper, I’m open to talking.’ He even added, ‘I’m pretty easygoing,’ which might surprise those who’ve followed this heated exchange.
And this is the part most people miss—this feud began last fall when Diageo announced it would shutter its Amherstburg facility and relocate to the United States. While two other Canadian plants, in Gimli, Manitoba, and Valleyfield, Quebec, remain open, Ford has been unwavering in his threat to retaliate through the LCBO. In early January, he urged whiskey drinkers to ‘stock up,’ insisting he was ‘100 per cent’ committed to his plan.
Since then, Ford’s approach has drawn criticism from multiple fronts. A consumer advocacy group accused him of ‘weaponizing’ the LCBO, while federal Conservative MPPs, Manitoba Premier Wab Kinew, and Quebec’s finance minister warned his actions could harm Canadian workers in their provinces. Even so, Ford remains steadfast, arguing, ‘Does it get nasty when they take jobs away? One hundred per cent. I’m responsible for fighting for Ontario’s interests.’
On Monday, Ford first hinted at flexibility, a stance he reinforced Wednesday with his ‘olive branch.’ But the big question remains: Will Diageo actually offer concessions? The company has already reached a closure agreement with the local union, providing enhanced benefits to workers who left in February, and has put the Amherstburg property up for sale. Meanwhile, Unifor Local 200 reports that a third of the affected workers have found new jobs, either at the nearby Stellantis auto plant in Windsor or in union-connected trades.
Diageo insists it will maintain a ‘significant footprint’ in Canada, employing over 500 people nationwide, including more than 100 in Ontario outside Amherstburg. However, the company has remained silent on whether it will present a job replacement strategy to the government. Ford, meanwhile, predicts Diageo will eventually close its Manitoba and Quebec plants, fueling his determination to punish the company.
If Ford follows through, he suggests whiskey lovers turn to Ontario-based distillers. ‘Let’s focus and support them,’ he said. But here’s the real question for you: Is Ford’s hardline approach justified, or is he overstepping by using the LCBO as leverage? Let us know your thoughts in the comments—this debate is far from over.
