Ryan Reynolds has sparked strong reactions from Minnesotans after describing their state as an “underdog” while launching his new boxed wine brand, Ugly Estates, exclusively in Minnesota. The actor’s comments in a recent interview have led to criticism on social media, with some residents finding his characterization of the state insulting.
The “Underdog” Comment That Drew Criticism
In an interview with the Star Tribune on November 3, 2025, Reynolds explained his decision to launch Ugly Estates solely in Minnesota. He positioned the state and his product as sharing a similar spirit.
“You want to go to places that will get it,” Reynolds told the newspaper. “I don’t think Martha’s Vineyard is going to really embrace this the way Minnesota might.”
He further elaborated on his perception of the state, linking its climate to its character. “Funny people come out of Minnesota. Funny people come out of eastern Canada,” said the Vancouver native. “When you’re freezing your butt off in the winter months, you’re huddled together. And when you’re huddled together, you’re sparking ideas.”
Minnesotans React to the Comments
The “underdog” label and the suggestion that Minnesota is a natural fit for boxed wine did not sit well with some residents. One Instagram user posted a lengthy rebuke, pointing out that U.S. News & World Report ranks Minnesota as the number 4 best state overall.
“There is nothing underdog about our state other than having a football team that can never win the Super Bowl,” she wrote. “Sports aren’t life for everyone and clearly underdog status of an entire state undermines the beauty of our communities. News flash to Ryan most people who drink wine here don’t drink boxed wine.”
The user also challenged Reynolds’s familiarity with the state, noting, “Ryan has only been to Minnesota 2 times in his life & knows nothing about us.” She concluded, “I guess he thinks Minnesotans are cheap and lack taste.”
Other social media users echoed these sentiments. One commenter called the marketing strategy “bizarre,” while another simply stated, “So rude.” However, not everyone viewed the comment negatively. One X user came to Reynolds’s defense, arguing, “It’s not a put down. It’s a hero. Hell there was even a cartoon about it.”
Inside the Launch of Ugly Estates Wine
Reynolds’s new venture, Ugly Estates, is a boxed wine that includes a chardonnay and a cabernet sauvignon. The wine is produced by Gallo Winery, a major California winemaker. The 1-liter boxes are sold in recyclable, waterproof Tetra-Paks that contain more wine than a standard bottle and retail for $14.99.
The brand’s slogan is “33% more wine, 100% less snob,” aligning with Reynolds’s history of investing in brands with a no-frills, humorous marketing approach, such as Aviation American Gin and Mint Mobile. He described Ugly Estates as “ugly wine, good wine, but done in a way that is super affordable.”
“I personally love an underdog story,” Reynolds said. “If you can look at my résumé, you’ll notice that it’s mostly underdog characters or underdog sports teams.”
The marketing campaign features Peggy, a dog that won the title of Britain’s ugliest dog and later appeared in Reynolds’s movie “Deadpool & Wolverine.” The ad proclaims that Ugly Estates doesn’t hire attractive spokespeople. The wine is currently available at more than 100 retailers across Minnesota, including Cub Foods and MGM Wine & Spirits.
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