Ford Reverses Decision to Pull Crown Royal from LCBO with $23M Agreement
Ontario’s liquor shelves will continue to carry Crown Royal following an agreement made by its parent company, Diageo. The company has committed to investing $23 million in various initiatives across the province after Premier Doug Ford had previously threatened to boycott the product.
Background of the Controversy
The situation began when Diageo announced the closure of a bottling plant in Windsor, which could impact 200 jobs. Premier Doug Ford, aiming to safeguard local employment, initially responded by proposing a boycott against Crown Royal. His campaign notably included pouring out a bottle of the whisky during a press conference, emphasizing his stance against the company’s decision.
Agreements Achieved
Recently, Premier Ford softened his approach, seeking to work collaboratively with Diageo. On February 13, 2026, he announced this new partnership, highlighting the importance of Ontario jobs and community support.
Details of the $23 Million Investment
The $23 million investment package consists of several allocations designed to support the local economy:
- $11 million for grain neutral spirits sourced from eastern Ontario.
- $5 million for marketing and promotional activities based in Ontario.
- $3 million for ready-to-drink beverages produced through a Toronto co-packer.
- $2 million for new packaging of pre-mixed beverages created with an east Toronto co-manufacturer.
- $1 million dedicated to organizations fostering the agricultural growth of Ontario.
- $500,000 aimed at economic development in the Amherstburg area.
Statements from Officials
In a statement, Premier Ford expressed optimism, stating, “By standing firm in our plan to protect Ontario workers, we’ve secured nearly $23 million in investments that Ontario would not otherwise have seen.” He added that these investments would bolster local supply chains and support the community.
Diageo also released a statement expressing satisfaction with the resolution, affirming their commitment to Ontario through significant investments. They noted the importance of Crown Royal, an iconic Canadian whisky, remaining available in the Liquor Control Board of Ontario (LCBO).
Broader Implications
Concerns had been raised by officials in Manitoba and Quebec regarding the potential impact of Ford’s boycott on jobs associated with Crown Royal. This agreement seeks to prevent any negative consequences while promoting local economic stability.
The resolution underscores the importance of collaboration between government and corporate entities in fostering job security and community support. As this investment unfolds, it will be vital to monitor its effects on the local economy and the commitment of Diageo to Ontario’s market.
