A Niagara winery’s role in the Milano Cortina 2026 Olympic Winter Games is helping showcase Canadian wine on the world stage.
Brock University marketing professor Antonia Mantonakis says Niagara-on-the-Lake’s Pillitteri Estates Winery being named Official Wine Supplier of Team Canada presents a rare opportunity for Canadian wines to gain international recognition, especially in Italy, one of the world’s most established wine regions.
Mantonakis says the partnership is expected to boost pride at home and improve perceptions of Canadian wine abroad, much like milestone moments that helped elevate the industry in the past.
Pillitteri, which first partnered with Team Canada in 2019, extended its agreement in 2025 and will offer Team Canada-branded red, white and Icewine products, with proceeds supporting the Canadian Olympic Foundation.
(Written by: Brandon Warby)