Ontario Premier Outraged at Diageo Over Crown Royal Whiskey: 'Dumb as a Bag of Hammers

Saturday, 06 September 2025 at 07:03Radio Canada

Diageo has decided to close a Crown Royal bottling factory in Ontario, but not everyone is happy about it. The premier of Ontario made a notable statement in the middle of a press moment.

FAQ

Why is Diageo closing the Crown Royal whisky bottling factory?
Because a move to Illinois is planned.

Is Crown Royal whisky being boycotted in Ontario?
This is possible, but not yet certain.

What are the consequences for Crown Royal whisky?
As far as we know, there are no further implications for Crown Royal.

Furious over Crown Royal

In Canada this week, a striking scene took place. In the middle of a press moment, Doug Ford, the current premier of Ontario, poured out a bottle of Crown Royal whisky onto the ground. This decision was in response to Diageo's move to shift operations from Ontario to Illinois.

The beverage giant has decided to close its Crown Royal whisky bottling factory, leaving hundreds of people jobless - a decision that Ford finds absolutely unacceptable.

The premier referred to Diageo as being ‘as dumb as a bag of hammers’ while he let the whisky flow away across the stage.

'This is what I think about Crown Royal. That's what they can do.'

- Doug Ford

Is Crown Royal being banished from Ontario?

The closure has not only sparked anger in Ontario's premier. The Unifor union, to which a lot of the employees are affiliated, also reacted indignantly to the news.

Union President John D'Agnolo said that Diageo's move is utterly unacceptable and that the government has to take action. The government, on its part, is considering removing Crown Royal whisky completely from the shelves across Ontario.

Whether this happens is not yet clear. The unions will first be consulted about possible other steps.