“He loves Trump more than Canada”: Wayne Gretzky's photo in Wine Labels altered at LCBO, viral photos spark controversy

Public admiration for Canadian sports legend Wayne Gretzky took an unexpected turn when modified LCBO shelf tags that mocked his wine business products appeared on the internet. Reddit users shared the photos first in their r/Canada subreddit until they removed them but their widespread propagation across the internet continued.

The doctored labels ridiculed Wayne Gretzky Estates wines with phrases such as “Weak & Backstabbery” for Pinot Grigio and “Acrid & Treasony” for Chardonnay. Another label for Cabernet Merlot took a direct jab at Wayne Gretzky’s character, reading, “This Merlot is as weak as it’s name sake’s moral fibre.” Despite the uproar, the LCBO stated, “At this time, we have found no evidence to suggest that any product label was altered in our stores.”

The scandal has emerged at a time when people increasingly demand a boycott of Wayne Gretzky Estates in Niagara-on-the-Lake due to Gretzky's connections with former U.S. President Donald Trump. Gretzky faced heightened criticism when Wayne Gretzky attended the post-2024 U.S. election victory party of Donald Trump wearing his MAGA hat. Canadian citizens viewed this gesture as evidence of being unfaithful to Canada mainly because Donald Trump continually expressed interest in incorporating Canada into the United States as its 51st state.
Beyond social media, critics have flooded Wayne Gretzky Estates with one-star Google reviews, citing political reasons rather than the quality of its wine and whisky. One reviewer initially praised the products but later edited their post, saying, “Gretzky has clearly decided he loves Trump more than Canada. I can no longer support him or anything with his name on it.”
In response, the winery urged the customers to provide feedback based on actual experiences, adding, “We value all guest feedback and are committed to providing the best possible experience.”
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The controversy highlights the intersection of sports, politics, and consumer sentiment, leaving Wayne Gretzky Estates at the center of an unexpected public relations storm.