When you mix the "Trailer Park Boys" and whisky, what could go wrong?

The Ontario government is taking a second look at plans to start selling the East Coast comedy troupe's rye — Liquormen's Ol' Dirty Canadian Whisky — at LCBO stores across the province on Thursday.

While bottles have been sold in Newfoundland, Nova Scotia and elsewhere for more than a year, the whisky's cheeky website has raised eyebrows here over its liberal use of the F-word and advice to start drinking before 10 a.m. with a "six-paper joint" of marijuana.

Word of the online marketing campaign caught Premier Kathleen Wynne by surprise Monday.

"I didn't know about this," she told reporters when asked about the website at a news conference on hospital parking rates. "None of that sounds particularly savoury to me ... and dangerous in a lot of ways."

Later in the day, Deputy Premier Deb Matthews said the Liberal government is concerned about the tone of the whisky's website, which plays heavily on the Trailer Park Boys' affection for drink and encourages patrons to join in.

That could conflict with the LCBO's mandate on the sensible consumption of alcohol and the government is "happy this was brought to our attention," she added.

"The paramount issue is social responsibility. We have to be really careful when we advertise liquor … we're asking them to take another look at it," Matthews continued, referring to the LCBO.

At around the same time as Matthews was speaking, the liquor board put out a statement saying sale of the whisky will proceed as planned.

"The marketing materials in question were created by the manufacturer of the product. It is not LCBO advertising."

Makers of products sold at the liquor store are subject to advertising guidelines from the Alcohol and Gaming Commission of Ontario, said the statement from spokesperson Christine Bujold.

In addition, the LCBO follows the alcohol commission's guideline in its own advertising, along with guidelines set by the Canadian Radio-television and Telecommunications Commission along with federal labelling rules for products sold on liquor store shelves.

"Social responsibility messaging is integrated into all advertising, publications and online content created by LCBO, for example showing alcohol consumption as part of a meal and social occasions rather than being at the centre of the activity."

Cast members of the "Trailer Park Boys" are scheduled to be at the LCBO store on Queen's Quay for the launch of sales on Thursday morning at 11.

Opposition parties at Queen's Park also raised concerns about the marketing tactics on the website and whether the LCBO knew what it was getting into.

"It's fun to have a bit of a joke, but the bottom line is these are serious issues and I get a sense the government really does not have a handle on it," said NDP Leader Andrea Horwath.

Progressive Conservative MPP Todd Smith, a native of Moncton, N.B., said hadn't heard of Liquormen's or its website before.

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"Being a good Maritimer myself, I know how popular the 'Trailer Park Boys' are," he said.

"If it promotes excessive drinking, obviously, that's a concern … It's a bad message to send to kids, too."