Doug Ford Protests Whisky Plant Closure with Dramatic Gesture

Ontario Premier Doug Ford has expressed his frustration over tariffs imposed by the United States through a dramatic protest involving the iconic Canadian whisky brand, Crown Royal. During a news conference this week, Ford poured a large bottle of the whisky onto the ground in response to the announcement that Diageo, the parent company of Crown Royal, will close its bottling plant in Amherstburg, Ontario, and relocate production to the U.S.

Ford criticized Diageo, calling the company “dumber than a bag of hammers” and urged the public to boycott the brand. He emphasized the need for consumers to support Canadian-made products, stating, “Start supporting companies that make whisky here, by Ontario people. That’s what we need to do.” Ford’s actions come as a reaction to a business decision he claims is detrimental to local employment and manufacturing.

Crown Royal has been a significant part of Canada’s cultural and historical landscape for over 80 years. The whisky was first distilled by Sam Bronfman to commemorate the 1939 Royal Tour of George VI and Queen Elizabeth. The brand is not only a source of national pride but is also produced using Prairie grain and naturally filtered water sourced from Lake Winnipeg, with distillation taking place in Gimli, Manitoba. The decision by Diageo to shift bottling operations to the U.S. is characterized by the company as a move that was in planning even prior to the tariff impositions.

Ford’s reaction has sparked discussions about the implications of boycotting U.S. products. He has previously implemented a ban on American alcoholic beverages in Ontario liquor stores, a strategy that critics argue could lead to empty shelves reminiscent of the U.S. during Prohibition. This situation reflects a broader concern about maintaining support for Canadian businesses while navigating international trade challenges.

Calls for accountability in product labeling have also emerged in light of these events. Some supermarkets have faced criticism for mislabeling products as Canadian, leading to the term “maple washing.” Tim Dewhirst, a marketing professor at the University of Guelph, has suggested imposing fines on repeat offenders, emphasizing the need for transparency in marketing: “At a certain point you say, ‘Enough is enough.’”

As the debate continues, it remains to be seen how these actions will impact consumer behavior and the whisky industry in Canada. While the sentiment behind Ford’s protest may resonate with those who champion local production, the effectiveness of such dramatic gestures in influencing business decisions is questionable.

In the end, the question arises: does it truly matter where specific products, like avocados, originate? The international marketplace is interconnected, and penalizing brands or supermarkets for their business choices could have far-reaching consequences. As Canadians rally around the “Buy Canadian” movement, it is essential to balance patriotic sentiment with rational economic discourse.