Ontario Premier Doug Ford poured out a Crown Royal whisky bottle during a press conference in Kitchener on Tuesday, September 2, 2025. He strongly criticized the brand’s parent company, Diageo, over its decision to shut down an Ontario bottling plant in the coming months, a move that will impact local workers and the community. The Canadian Press
Ontario Premier Doug Ford made a dramatic statement Tuesday by dumping a bottle of Crown Royal whisky in front of reporters. He criticized the brand’s parent company, Diageo, for closing its Amherstburg bottling plant and moving those jobs to the United States.
“You know something, I always say smart people aren’t too smart, and you guys are about as dumb as a bag of hammers for doing this,” Ford told reporters during a press conference in Kitchener.
Pulling out a bottle he said came from his home, Ford emptied it onto the ground. “This is what I think about Crown Royal,” he said. “Start supporting companies that make whisky here in Ontario, people. That’s what we need to do, is support each other.”
Diageo’s Decision
Last week, Diageo announced it would shut down the Amherstburg facility by February. The company said it made the decision to “improve the efficiency and resiliency” of its North American supply chain. About 200 workers will lose their jobs.
Marsha McIntosh, president of Diageo North America, said in a statement: “We appreciate our dedicated Amherstburg employees for their contributions to Diageo and the Crown Royal brand. This was a difficult decision, but one that is crucial to improving the efficiency and resiliency of our supply chain network.”
The company said Crown Royal will still be mashed, distilled, and aged in Canada. Other operations, including facilities in Manitoba and Quebec, will continue.
Ford Fires Back
Ford questioned the decision, pointing out that Ontario is Diageo’s largest North American customer, with $740 million in business each year. He compared that with the company’s payroll in Amherstburg, which he estimated at about $17 million.
“Who targets their largest customer?” Ford asked angrily. “You’re jeopardizing $740 million worth of business for what, $17 million? And you’re going to hurt a community, you’re going to make these people struggle?”
The Premier described Diageo’s executives as “smug as they come” and added, “I think they’re probably a few fries short of a Happy Meal.”
He also said he may consider pulling Crown Royal from LCBO shelves, but not before February, when the plant is scheduled to close. “I’m not gonna roll over and sit back while they attack the people of Ontario and these small towns,” he said.
Broader Impact
Ford’s comments came as U.S. President Donald Trump continued his push for American jobs through tariffs. Diageo, however, insisted its decision had nothing to do with U.S. trade policies.
The company said it will maintain operations in Canada, employing more than 500 people nationwide. In Ontario, outside of Amherstburg, Diageo still employs more than 100 workers in its headquarters and warehouses in the Greater Toronto Area.
