The saying is usually the “taste of victory,” but now people can get their hands on the smell of victory as well.
With the 2025 Stanley Cup Playoffs in full swing, Boston Pizza has unveiled a new scent allowing people to bring the post-victory locker room smell into their homes.
“We know Canadians have 32 years of pent up frustration, waiting, hoping that the Holy Grail will come home to Canada. So what we’re trying to do is actually manifest that happening,” said Andrew Shefchyk, the director of marketing for Boston Pizza.
So what makes up the smell of victory? Shefchyk said a can of the new spray features hints of champagne, lager, sweaty hockey equipment and used hockey pucks.
“So the idea is, spray this, and you’ve got an instant locker room celebration in your home.”
If Winnipeg Jets fans want to help manifest a championship, they will have the ability to grab the spray. It is only available in four locations: Edmonton, Toronto, Ottawa, and at the Cityplace Boston Pizza in Winnipeg.
“Hockey fans are flocking to Boston Pizza right now and there’s no more exciting time than the playoffs. We hope this takes things over the top.”
