THUNDER BAY – Business News – For generations, Crown Royal was more than just a whisky brand in Canada—it was a piece of national identity. From storing marbles in the iconic purple bag to sharing a dram during family celebrations, the brand has been woven into Canadian life for nearly a century.
But that identity is now under serious question.
The recent announcement of the closure of Crown Royal’s Amherstburg, Ontario bottling plant signals more than just the loss of 250 good-paying jobs—it’s the clearest sign yet that Crown Royal has stopped being truly Canadian.
Ontario Premier Doug Ford, never at a loss for words simply stated there are better options as he poured out a bottle of Crown Royal.
Decisions Made Abroad, Profits Sent Overseas
Crown Royal hasn’t been Canadian-owned for decades. In 2000, it was sold to Diageo, a global liquor giant headquartered in London, UK. Since then, key decisions have been made outside our borders, with foreign shareholders reaping the profits while Canadian communities carry the burden.
The closure of the Amherstburg facility is part of a broader shift: bottling for the U.S. market will now be handled south of the border, while the Canadian market will be serviced at a reduced scale from a facility in Quebec.
This follows the quiet cancellation of a $245 million carbon-neutral distillery that had been promised for Ontario—a project that could have delivered hundreds of construction and long-term jobs to Canadians. That investment, like the jobs, is gone.
What Remains in Canada? Not Much.
While Crown Royal still distills and ages whisky in Gimli, Manitoba, the high-value work—bottling, logistics, and distribution—is being shifted away. The result?
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250 jobs lost in Amherstburg
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No follow-through on major infrastructure investments
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Less tax revenue for municipalities
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Weakened local economies
Whisky in barrels doesn’t build communities. Jobs do.
A Brand That’s Canadian in Name Only
The truth is stark: Crown Royal may still carry a Canadian name and use Canadian water and grain, but it is not a Canadian company. It is a foreign-owned label that operates based on decisions made thousands of kilometres away.
And while Canadians continue to buy the product out of tradition or nostalgia, each bottle sold today supports a business model that prioritizes profits over Canadian workers, and offshores jobs and revenues.
Consumers Have a Choice
Yes, Crown Royal is a part of our past—but that sentiment should not dictate our purchasing choices. If a company chooses to downsize Canadian operations, walk away from investment commitments, and centralize control abroad, it forfeits the right to market itself as a Canadian icon.
If Crown Royal won’t stand with Canadian workers, why should Canadian consumers stand with them?
