Ford Extends Olive Branch to Diageo Amid Crown Royal LCBO Boycott

Ontario Premier Doug Ford has hinted at a willingness to ease tensions with Diageo during an ongoing dispute over Crown Royal. The conflict escalated after Diageo announced the closure of its Crown Royal bottling facility in Amherstburg, Ontario, impacting 160 jobs. Ford has expressed a desire for the company to present a plan to replace the lost jobs, suggesting that he may reconsider his government’s threat to remove Crown Royal from the Liquor Control Board of Ontario (LCBO).

Background of the Conflict

The disagreement between the Ford administration and Diageo began in the fall when Diageo decided to relocate the Amherstburg facility to the United States. The company will continue operations at its other facilities in Gimli, Manitoba, and Valleyfield, Quebec. In response to the closure, Ford has threatened to impose a ban on Crown Royal at LCBO outlets, a move that raised concerns over potential backlash.

Recent Developments

During a news conference, Ford referred to extending an “olive branch” to Diageo. He encouraged the company to propose initiatives that could offset the job losses. “If Diageo comes forward with a plan, we’ll sit down and discuss it,” Ford stated. This marks a shift from his earlier ultimatum to whisky consumers to “stock up,” anticipating a ban on Crown Royal.

Industry Reactions

Since the announcement of the facility’s closure, various political and consumer advocacy groups have voiced their disapproval of Ford’s aggressive stance. Critics argue that the premier is “weaponizing” the LCBO against Diageo, potentially affecting jobs not just in Ontario but in other provinces as well. Premier Wab Kinew of Manitoba and Quebec’s finance minister have both expressed concerns over how this situation could impact Canadian workers.

Employee Impact and Union Response

• In December 2025, Diageo reached a closure agreement with the local union, offering enhanced benefits to affected workers.
• About one-third of the workers have reportedly found new jobs at the Stellantis auto assembly plant in Windsor or in trades-related positions.

According to Diageo, the company’s commitment to Canada remains strong, maintaining over 500 employees nationwide, including more than 100 in Ontario. The firm has not clarified whether it plans to propose a job replacement strategy to the Ford government.

Looking Ahead

As the situation evolves, it is unclear what concessions might come from Diageo. Ford continues to assert that he believes the company will eventually shut down its remaining Canadian plants, reinforcing his rationale for potentially pulling Crown Royal from LCBO shelves. Should this escalate, he has suggested that consumers should turn to other Ontario whisky producers.