Manitoba Farmers Defend Their Whisky Roots Amid Ontario Backlash

Manitoba Premier Wab Kinew Defends Crown Royal and Canadian Farmers who supply the wheat, barley, and corn.

As most reader will know by now, on August 28, beverage alcohol giant Diageo announced it will be closing its Amherstburg, Ontario bottling plant. Located just 25 kilometres from the nearest U.S. border crossing, the company says the decision is part of a strategy to streamline its supply chain and bring bottling operations closer to American consumers.

The announcement sparked immediate backlash from Ontario Premier Doug Ford, who famously poured out a bottle of Crown Royal at a media conference in protest.

But the ripple effects of the closure are being felt far beyond Ontario. In Manitoba, farmers are voicing concern that Canadian boycotts of Crown Royal could jeopardize their ability to sell wheat, corn, and barley to Diageo.

Despite the bottling shift, Diageo emphasized its ongoing commitment to Canadian production. “All Crown Royal will be mashed, distilled, and aged at our Canadian facilities, just as it has been for nearly a century, and will continue to be the great whisky our consumers know and love. We are committed to continuing our support for the community during this transition,” said Marsha McIntosh, Diageo’s President of North America Supply.

The company also highlighted its continued investment in Canada’s economy, noting approximately CAD$150 million (USD$109 million) in production facility upgrades since 2021.

Manitoba Premier Wab Kinew has stepped into the fray, urging Canadians to remember that Crown Royal is proudly made in Canada. Manitoba farmers, who supply most of the wheat, barley, and corn used in Crown Royal, are pleased with Kinew’s vocal support.

“Crown Royal employs a ton of people in Gimli, Manitoba,” Kinew said Wednesday in response to Ford’s actions. He called the whisky “the pride of Gimli” and a product and said it is a product that Canadians should support.

“If you buy Crown Royal, you’re supporting Manitoba jobs,” said the premier. “Crown Royal is made in Gimli, Manitoba so that’s something that Canadians should buy and continue to have access to.”

Kinew also pointed to the broader economic benefits of the whiskey industry in Manitoba. “There’s a whole supply chain and there’s businesses that support Crown. While we’re looking at all the spinoffs, in the future some of the reuses of what they produce there might be good for the Manitoba economy. So there’s a whole bunch of economic benefits,” he said.

Despite the political tension, Kinew says his relationship with Ford remains strong. “We have a good relationship, Premier Ford and I,” he said.

Diageo has confirmed that whisky destined for Canadian and non-U.S. export markets will continue to be bottled in Canada, specifically at its Valleyfield, Quebec facility.

As the dust settles, Manitoba farmers and whisky lovers alike hope that Crown Royal’s Canadian heritage—and its prairie-grown ingredients—remain front and centre in the minds of consumers.

Please note, whisky - without the 'e' is the Canadian spelling.

Photo Credit: Diageo