"Lincoln's Malivoire winery is owned by Martin Malivoire, a Hollywood type himself, if rather unknown by the masses. But chances are you've seen Malivoire's special effects work on films like My Big Fat Greek Wedding, Porky's and Urban Legend."

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Niagara wines are attracting some real star power of late.

As far as Canadians go in the world of celebrity, few are bigger than Dan Aykroyd and Wayne Gretzky.

They are instantly recognizable by millions of Canadians, the former for his moves on the big screen, the latter for his moves on the ice.

Their names will now be seen in buckets of ice, attached to labels of Niagara wines.

It's a boon to Niagara wines and an indication Niagara is coming of age as a world-class wine region.

Aykroyd, an original cast member of Saturday Night Live and star of movies like the Blues Brothers and Ghostbusters - plus an Oscar-nominated supporting role in 1989's Driving Miss Daisy - is putting his name on a $12 million winery in Lincoln, complete with a restaurant and decorated with movie paraphernalia.

In partnership with Diamond Estates Wines and Spirits, Ltd., Aykroyd's first wine release includes a Cabernet Merlot, Chardonnay and Vidal icewine.

The first release of Wayne Gretzky Estates Wines (a 2005 Meritage, 2006 Chardonnay and a 2005 Vidal icewine, being made by Jordan Station's Creekside Estate Winery) was announced Tuesday at Gretzky's Toronto restaurant.

Plans for a winery building, to be built in 2009, will be unveiled soon.

Gretzky is Canada's most recognizable sports figure, piling up nine Hart Trophies as the NHL's MVP and 10 scoring titles to go along with four Stanley Cups. He was also the architect of the Canadian men's hockey team that won gold at the 2006 Winter Olympics in Salt Lake City.

Star power is not unique to the global wine industry. Director Francis Ford Coppola has a winery in Napa Valley. Actor Gerard Depardieu owns vineyards across Europe.

But it's relatively new to Niagara, a signal it is growing in international stature.

Having names like Aykroyd and Gretzky attached to the industry will only help.

However, Aykroyd and Gretzky are not trailblazers in using their celebrity to pitch Niagara wines - they are just the latest and highest profile.

Former Masters champion and PGA tour regular Mike Weir has a winery slated to open in Niagara-on-the-Lake later this year.

Lincoln's Malivoire winery is owned by Martin Malivoire, a Hollywood type himself, if rather unknown by the masses. But chances are you've seen Malivoire's special effects work on films like My Big Fat Greek Wedding, Porky's and Urban Legend.

What does this mean for Niagara's wines?

First and foremost, it is profile.

All of a sudden, an industry that has struggled with historic, but unfair, stigmas has some of the most well-known celebrities from this country attaching their names to Niagara wines and planning wineries in Niagara locales.

Down here, we have always known Niagara's VQA wines are among the best produced anywhere.

Now, the rest of the world is starting to take notice.