After Wayne Gretzky’s support for Donald Trump sparked outrage across Canada, the hockey legend’s wine brand now faces growing backlash from consumers and retailers alike. The controversy has led to calls for boycotts of Wayne Gretzky Estates winery and distillery, with a petition to rename Wayne Gretzky Drive in Edmonton gathering more than 13,300 signatures.
The situation intensified when altered images of Gretzky wine labels went viral on Reddit. These doctored labels described wines as “weak,” “backstabery,” and “sad & two-faced.” The LCBO quickly denied any evidence of label tampering in their stores, suggesting the images were likely photoshopped. Reddit moderators eventually removed the posts due to lack of source verification.
Doctored Gretzky wine labels mocked “The Great One” online before being quickly debunked as misinformation.
Many Canadians have embraced the hashtag #NotSoGreatOne to protest the winery’s association with Gretzky. In Niagara-on-the-Lake, where the winery is located, residents are debating whether to remove Gretzky’s name from the establishment entirely.
Donald Trump defended Gretzky on his Truth Social platform, calling him a “fantastic guy” and “The Great One.” Trump claimed Gretzky could win any political office in Canada and suggested making him a “free agent” to avoid further criticism.
Andrew Peller Ltd., which owns and operates Wayne Gretzky Estates, has remained silent on the matter. CEO Paul Dubkowski and president Patrick O’Brien have been unavailable for comment as pressure mounts for the company to address public concerns.
The controversy raises significant economic questions for the region. Known historically as the top-scoring NHL player of all time, Gretzky’s fall from grace has led to growing concerns about potential sales declines for Gretzky-branded products, possible job losses if the winery rebrands, and broader impacts on Niagara-on-the-Lake’s tourism-driven economy.
As the situation unfolds, the company faces difficult decisions about whether to rebrand Wayne Gretzky Estates while balancing business interests with public sentiment. The controversy also raises questions about how Canadian values align with brand recognition in the competitive wine industry.
For more information about Niagara’s wine industry, keep up with Marketplace Niagara.
