In what’s becoming a trademark expression of provincial frustration, Premier Doug Ford yesterday emptied a bottle of Crown Royal whisky into a garbage bin during a press conference at Queen’s Park. The theatrical gesture came in direct response to news that Diageo, the multinational spirits giant, plans to shutter its Amherstburg, Ontario bottling facility by 2025.
“I’m done with Crown Royal,” Ford declared, as purple velvet bag and amber liquid met their unceremonious end. “We’re going to support companies that support Ontario workers.”
The plant closure, announced earlier this month, will eliminate approximately 150 jobs in the southwestern Ontario community. According to Diageo representatives, operations will be consolidated at the company’s facilities in Illinois and Maryland—a move they describe as necessary for “operational efficiency.”
For many local workers, the news landed like a punch to the gut.
“Some families have worked here for generations,” explained Miranda Chen, president of the union representing Amherstburg plant employees. “This isn’t just about jobs—it’s about our community’s identity.”
The Amherstburg facility has been bottling Crown Royal, one of Canada’s most recognized whisky brands, since 1992. Prior to Diageo’s acquisition, the brand was owned by Seagram’s, which maintained deep Canadian roots.
Economic development experts point to concerning trends in Ontario’s manufacturing sector. “We’ve seen a steady erosion of food and beverage manufacturing jobs over the past decade,” noted Priya Sharma, senior economist at the Toronto Economic Development Council. “Each plant closure affects not just direct employees but ripples through supply chains and local businesses.”
Ford’s whisky-dumping spectacle follows similar demonstrations against Heinz ketchup in 2014 when the company closed its Leamington facility. In that case, public pressure and government incentives eventually helped French’s establish production in the region.
Whether the premier’s theatrical protest will yield similar results remains questionable. Industry analysts suggest multinational consolidation decisions rarely reverse based on political theatrics alone.
“These decisions typically result from long-term strategic planning,” explained Thomas Nguyen, beverage industry analyst at Meridian Capital. “While public pressure matters to brand reputation, the financial calculations driving consolidation usually prevail.”
For Amherstburg Mayor Aldo Sims, the focus remains on supporting affected workers. “We’re working with provincial officials on transition planning and exploring potential buyers for the facility,” Sims told me during a phone interview yesterday. “This community has overcome economic challenges before.”
The provincial government has promised a support package for displaced workers, though specific details remain forthcoming.
As for Ford’s dramatic demonstration, public reaction has been decidedly mixed. Social media erupted with both support and criticism—many praising his defense of Ontario jobs while others questioned the effectiveness of symbolic gestures.
“I’ve switched to Gibson’s Finest,” said Toronto bar owner Rachel Morrison when I stopped by her establishment last night. “It’s Canadian-owned and produced entirely in Canada. Customers actually appreciate knowing their drinks support local jobs.”
The Crown Royal controversy highlights ongoing tensions between globalized corporate decision-making and local economic interests. For Ontario communities facing manufacturing departures, the real challenge extends beyond symbolic protests to creating sustainable economic alternatives.
Meanwhile, Crown Royal—despite its proudly Canadian branding and royal purple packaging—will soon lose another connection to its national heritage. As one displaced worker remarked to me off the record: “Funny how the company still calls it Canada’s crown jewel when they’re shipping our jobs south.”
Whether Ford’s spirited protest pours pressure on Diageo or simply evaporates remains to be seen. For now, affected workers in Amherstburg are left to wonder what comes next when the royal treatment ends.
