When Premier Doug Ford poured out a bottle of Crown Royal whisky in front of cameras, he staged a protest that was as much about spectacle as substance. The gesture, directed at Diageo’s announcement to close its Amherstburg bottling plant, thrust performative politics to the centre of Ontario’s conversation on jobs and identity.
Diageo’s decision to shutter the Amherstburg facility in early 2026 will displace local workers and disrupt families who rely on steady income. The news sparked immediate outrage, not least from those directly affected, such as new hire Jocelyn Girard who moved her family for work. Unifor representatives and local officials joined the chorus, questioning corporate priorities and the broader trend of shifting jobs across borders.
Premier Ford’s response, however, was not limited to policy statements or behind-the-scenes negotiations. By emptying a Crown Royal bottle publicly and calling Diageo “dumb as a bag of hammers,” Ford engaged in a form of performative politics—an action designed not only to express disapproval but to capture attention and galvanize support. The act was loaded with symbolism: a leader standing with workers, challenging international corporations, and inviting Ontarians to rally together.
Yet, as union leader John D’Agnolo emphasized, such performances can be double-edged. While they highlight local grievances and dramatize the struggle, they rarely offer concrete solutions for those facing job loss. The union’s calls for removing Crown Royal from LCBO shelves illustrate the tension between symbolic gestures and meaningful collective action. Meanwhile, Diageo’s own reassurances—that Crown Royal will still be mashed, distilled, and aged in Canada—do little to address the immediate social costs in Amherstburg.
Observers and experts note that performative politics can mobilize public opinion and pressure decision-makers, but without substantive policy changes or negotiation, their long-term impact is limited. The risk is that spectacle overshadows the systematic economic forces at play, leaving affected communities with little beyond fleeting headlines and empty bottles.
Ford’s protest reveals the power and limitation of political theatre. In times of economic upheaval, a dramatic gesture may rally spirits, but lasting change demands more than symbolism—it requires action that endures when the cameras are gone.
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Premier Ford pours out bottle of Crown Royal to protest Diageo closing an Ontario plant
