Crown Royal moves part of production to US, loses top whisky spot in Canada

Nearly ten years ago, a special release of Canada’s Crown Royal whisky impressed critics. "Calling this a masterpiece doesn’t fully capture its quality," wrote British critic Jim Murray, praising the premium product for its exceptional depth and refinement.

But earlier this week, Ontario’s premier, Doug Ford, stood before a crowd of cameras, holding a large glass bottle, and deliberately poured the amber liquid onto the ground.

"This is what I think of Crown Royal," he declared, standing beside the spilled whisky. He criticized the company’s leadership, calling them "incompetent" and "deeply misguided."

For months, stores across Canada have refrained from selling American wines and spirits, a response to trade tensions instigated by Donald Trump. Sales of U.S. brands have sharply declined, with industry leaders concerned about the financial impact of the boycott, which has cost millions in lost revenue.

The recent announcement by Crown Royal’s parent company—a global firm—to close its Ontario facility and shift production to the U.S. drew strong condemnation from Ford, who leads Canada’s most economically influential province. He denounced the decision as a betrayal and urged others to discard the product in protest.

"They act with complete arrogance… they’re harming Ontario’s workers," Ford said of the company’s executives. "To the CEO overseas: if you harm my people, I’ll make sure you feel the consequences. They’ll suffer when paychecks stop in February."

Introduced 86 years ago to honor a visit by King George VI and Queen Elizabeth, Crown Royal has long emphasized its Canadian origins. Packaged in a distinctive purple bag with gold detailing, the whisky is crafted using Canadian grains and water from Manitoba’s Lake Winnipeg. Initially exclusive to Canada, its expansion into the U.S. market in the 1960s made it the leading Canadian whisky brand there.

Once part of the Seagram empire, the brand was purchased in 2001 by Diageo, a multinational firm based in London, following Seagram’s collapse.

Crown Royal’s Northern Harvest Rye was awarded the title of 2016 World Whisky of the Year, marking the first time a Canadian whisky received the honor.

While production has remained in Canada for decades, Diageo recently revealed plans to move bottling operations to the U.S. by February. The shift will eliminate 200 jobs and has gained political significance amid ongoing trade disputes between Canada and the U.S.

A Diageo representative stated the company remains "committed to Canada," adding: "Crown Royal will continue to be mashed, distilled, and aged in Canada, as it has been since 1939."

Despite this assurance, the decision has sparked controversy.