Ontario Premier Doug Ford has issued a stark warning to spirits giant Diageo PLC, threatening to pull its flagship Crown Royal whiskey from Liquor Control Board of Ontario (LCBO) shelves in retaliation for the company's decision to close a bottling plant in the province.
A Plant Closure and a Political Ultimatum
The conflict stems from Diageo's August 2025 announcement that it would cease operations at its Amherstburg bottling facility in southwestern Ontario. The closure, scheduled for next month, is part of a global restructuring and will shift bottling operations to the United States and Quebec, resulting in the loss of approximately 200 jobs.
In a fiery news conference on Monday, Premier Ford questioned the business logic behind the move, highlighting Ontario's status as a massive customer. "Who in their right mind – any business person with half a brain – would go after their largest customer in North America," Ford stated. "Diageo, we do over $765 million, more than any other jurisdiction anywhere in the U.S. or in Canada, and they want to close down a plant?"
Crown Royal's Dominance on LCBO Shelves
The premier's threat carries significant weight given Crown Royal's market performance. According to the most recent LCBO sales data, covering the period from June 22 to October 11, 2025, Crown Royal was the second-highest selling spirit in the province, trailing only Smirnoff vodka—another Diageo-produced brand.
Ford has targeted Diageo repeatedly since the closure announcement, even symbolically emptying a bottle of Crown Royal during a public event in September. His latest comments escalate the confrontation to a potential commercial boycott.
Jobs, Severance, and an Escalating Feud
While the plant's fate appears sealed, Diageo and Unifor, the union representing workers, reached a shutdown agreement in November. The deal includes an enhanced severance package for the affected 200 employees, and efforts are underway to find a new employer for the Amherstburg facility.
Despite this, Ford's stance remains uncompromising. "We are pulling Crown Royal off our shelves as soon as the last person leaves that plant and (Diageo) can deal with it," he declared on Monday. He further indicated that other Diageo products could be next, adding, "And then we’ll look at Smirnoff next."
The closure of the Amherstburg plant represents a notable blow to local manufacturing and sets the stage for a high-stakes dispute between the provincial government and one of the world's largest beverage alcohol companies.
