Ontario Premier Doug Ford Dramatically Pours Out Crown Royal in Protest of Diageo Plant Closure
In a highly visual protest, Premier Doug Ford emptied an entire bottle of Crown Royal whisky during a press event in Kitchener to object to Diageo’s decision to shut down its bottling plant in Amherstburg, Ontario.
What Unfolded
Doug Ford expressed fierce opposition to Diageo’s announcement that the Crown Royal bottling facility will close in February 2026, a move expected to eliminate nearly 180 jobs in the region.
At the podium, the Premier poured the whisky onto the ground and said, “A message to the CEO… You hurt my people, I’m going to hurt you.” He urged Ontario consumers to avoid Diageo products and opt for locally produced whisky instead.
Ford didn’t mince words, labeling Diageo’s decision “dumb as a bag of hammers,” and warned that the economic fallout would hit the company harder come February, when plant employees would no longer have a paycheck.
Diageo’s Response and Broader Context
Diageo defended the closure, stating it is part of a broader strategy to optimize its North American supply chain. The company emphasized that production, such as mashing, distilling, and aging, of Crown Royal will remain in Canada, even as some bottling shifts to the U.S.
The company also pledged to collaborate with community representatives and the union (Unifor) to assist affected employees during the transition.
A Protest Mission with a Statement
Beyond the theatrics of emptying the whisky, Ford’s actions highlighted mounting tensions between the provincial government and large corporations seen as deprioritizing local jobs in favor of efficiency. His move echoed past stances, like banning U.S. alcohol in response to tariffs, to defend domestic industries.
Mayor Michael Prue of Amherstburg, while calling the protest unorthodox, appreciated the attention it brought to the community’s plight. He echoed calls for proactive measures to preserve employment, either by keeping Diageo’s operations in Amherstburg or attracting new industries to the facility.