Ford Pours Out Crown Royal in Fiery Protest Over Plant Closure
Ontario Premier Doug Ford made headlines this week with a dramatic protest aimed at Diageo, the parent company behind Crown Royal whisky. At a press conference that wasn’t even related to the issue, Ford was asked about Diageo’s decision to close its bottling facility in Amherstburg, Ontario. His response turned into a spectacle that has quickly spread across the country.
Ford, clearly frustrated, said the move was “hurting Ontario residents,” especially the nearly 200 workers who will lose their jobs when the facility shuts down in February 2026. The decision, announced by Diageo last week, is part of a wider restructuring of its North American supply chain. Bottling for the U.S. market will be shifted south of the border, while Canadian bottles will instead be produced at the company’s Valleyfield, Quebec, site.
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In a show of defiance, Ford pulled out a bottle of Crown Royal he said came from his own home. Right there at the podium, he opened it and dumped the whisky onto the ground. “This is what I think about Crown Royal,” he said, leaning forward as the liquid spilled out slowly. He even quipped that he wished it would pour faster. Then, addressing the company directly, Ford added a sharp warning: “A message to the CEO in France — you hurt my people, I’m going to hurt you. You’re going to feel the pain in February when these people don’t have a paycheck.”
The move was a rare blend of political theater and personal outrage. Ford urged others to follow his lead and reject the brand as a statement of solidarity with the workers. His anger was not only about the loss of jobs but also about the message it sends to Ontario communities — that companies can simply move operations elsewhere without considering the people left behind.
For its part, Diageo acknowledged the decision was difficult but defended it as necessary to “improve efficiency and resiliency” in its supply chain. The company has promised to work with Unifor, the union representing employees, and to provide support during the transition. It also stressed that Crown Royal whisky will continue to be mashed, distilled, and aged in Canada, pointing out its continued investment in facilities in Manitoba and Quebec, as well as corporate operations in the Greater Toronto Area.
Still, Ford’s dramatic protest has amplified public attention. Many Ontarians see the move as yet another example of local jobs being sacrificed in the name of global business strategy. Whether or not the boycott Ford hinted at will catch on remains to be seen, but one thing is clear: the fight over Crown Royal has become more than a corporate decision. It’s turned into a symbol of frustration, pride, and the ongoing tension between local workers and multinational companies.
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