In the heart of Canada's booze industry, a bitter feud is brewing that's got workers, politicians, and whiskey fans all stirred up. Ontario Premier Doug Ford's decision to pull Crown Royal off the shelves of the province's liquor stores has sparked a fierce backlash from unions, who say it's putting hundreds of jobs at risk across the country. This move comes as the famous Canadian whisky brand faces a plant shutdown, but the story goes deeper into tariffs, corporate shifts, and what some call political grandstanding.
It all kicked off last summer when Diageo, the big UK-based company behind Crown Royal, announced they'd be closing their bottling plant in Amherstburg, Ontario. That closure, set for next month, is hitting about 200 workers hard, leaving them without jobs in a town that relies on that kind of steady employment. Ford didn't take the news lying down. He's been vocal about his anger toward Diageo, even going so far as to dump a bottle of Crown Royal right onto the ground during a public protest last August. It was a dramatic gesture, meant to show solidarity with the affected workers, but it's turned into something much bigger.
Fast forward to this week, and Ford doubled down at a press conference. He confirmed that starting next month, Crown Royal would be banned from all Liquor Control Board of Ontario stores province-wide. His reasoning? It's a direct shot back at Diageo for shutting down the Amherstburg facility. Ford wants to send a message that Ontario won't stand by while companies pull the plug on local jobs. But here's where it gets complicated: Diageo isn't walking away from Canada entirely. They've got other operations humming along, including production sites in Manitoba and Quebec, plus their corporate headquarters and warehouses right in Ontario. In fact, the company employs over 500 people across Canada, with more than 100 in Ontario outside of the Amherstburg crew.
Under the new setup, Crown Royal bottling for the Canadian market and non-U.S. exports will move to the Valleyfield plant in Quebec. For the American market – and let's face it, that's a huge chunk of sales – the bottling will shift to Diageo's sites south of the border. It's a business decision that makes sense on paper, especially with ongoing U.S. tariffs that some believe played a role in the closure. Those tariffs have been a thorn in the side for Canadian producers, jacking up costs and complicating trade.
But the United Food and Commercial Workers International Union, or UFCW, isn't buying Ford's approach. They've come out swinging, accusing the premier of endangering "hundreds of good Canadian union jobs in Manitoba and Quebec" with his boycott. The union stands firm with the folks in Amherstburg who are losing their livelihoods, but they argue that yanking Crown Royal from shelves is like throwing the baby out with the bathwater. After all, the bottles you'll find in stores across Canada are still being made by union members at those other distilleries – UFCW 832 folks in Gimli, Manitoba, and UFCW 501 workers in Valleyfield, Quebec.
The UFCW's message is clear: a boycott isn't the fix here. It could hurt the very workers Ford claims to be protecting by slowing sales and putting pressure on the remaining plants. "As usual, Doug Ford is serving up another straight pour of betrayal to Canadian workers," said Barry Sawyer, UFCW Canada national president. "'Elbows up' doesn’t just mean ‘elbows up for Ontario’; ‘elbows up’ means all Canadian workers need to stand together in solidarity. Since when does Doug Ford start caring about good union jobs in Ontario? This is the same premier who is attacking The Beer Store, costing the province thousands of union jobs, which have not been replaced."
Sawyer's got a point there, drawing a line to another hot-button issue in Ontario's alcohol world. Back in early 2024, the province struck a deal with The Beer Store to end its long-standing monopoly on beer sales. Now, you can grab a six-pack or a bottle of wine at grocery stores, convenience spots, and big-box retailers, along with ready-to-drink mixes. It's a change that's opened up the market, but it's come at a cost. The UFCW, which also represents employees at The Beer Store, says thousands of union jobs have vanished without anything stepping in to fill the gap. Ford's push for that reform was all about consumer choice and competition, but critics like the union see it as another blow to working folks who depend on those stable positions.
Adding to the mix, just last month Diageo worked out a shutdown agreement with the union workers at the Amherstburg plant. That deal includes efforts to scout out a new employer who might take over the site, potentially saving some jobs or repurposing the facility. It's a small silver lining in an otherwise tough situation, but it underscores how these corporate decisions ripple out far beyond one town.
This whole saga raises big questions about how governments should handle company closures and job losses. On one hand, Ford's ban is a bold stand, aiming to pressure Diageo into rethinking their strategy or at least making them feel the heat. It's the kind of tough talk that resonates with guys who've seen factories shut down and communities suffer. But the union's pushback highlights the risks – what if the boycott backfires and leads to more layoffs at the other Canadian sites? With Diageo still committed to producing Crown Royal in Canada, is this really the best way to support workers, or is it more about scoring political points?
For whiskey drinkers, especially those who swear by Crown Royal's smooth rye flavor, the ban means heading elsewhere to stock up, maybe crossing into other provinces or even south to the U.S. But beyond the bottle, this is a story about livelihoods in an industry that's as Canadian as hockey and maple syrup. The Amherstburg closure is a tough pill, no doubt, but the union's call for solidarity reminds everyone that pitting one group of workers against another isn't the path forward.
As this plays out, eyes will be on Ford to see if he sticks to his guns or if cooler heads prevail. Diageo, meanwhile, keeps churning out the product at their other locations, betting that the brand's popularity will weather the storm. For the workers in Manitoba and Quebec, the hope is that sales stay strong and jobs remain secure. And for the Amherstburg crew, the search for a new site owner could be the key to turning things around.
In the end, this isn't just about a bottle of booze – it's about how leaders respond when global companies make local cuts. Will Ford's protest pour lead to real change, or will it leave a bad taste for everyone involved? Time will tell, but one thing's for sure: in the world of Canadian whiskey, the drama is far from over.
