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NBA star James Harden releases first wine collection with Accolade Wines

21 July 2022 By Jessica Mason

NBA superstar James Harden has teamed up with Accolade Wines to release his first signature wine collection, J-Harden.

The equity partnership, which is a collaboration with Accolade Wines’ Jam Shed brand, is centred around a mission to make quality wine more accessible to all consumers, is scheduled to be available to buy online and through leading retailers across the US from 1 September.

The collection will begin with a California Cabernet Sauvignon and a California Red Blend, and will be distributed by Vivino, Go Puff, Bevmo, and HEB, retailing at US$16.99 per bottle.

Harden said: “My entrance into the wine game is much bigger than just having my own label,” said Harden. “I have always seen the wine industry as a closed-door environment. Through my partnership with Accolade and the release of J-Harden, my goal is to make a high-quality product that can be enjoyed by the masses at a reasonable price. If you’re new to wine or an experienced enthusiast, I believe you’ll love this wine as much as I do.”

According to Accolade Wines, Harden’s involvement in the label goes far beyond an equity stake and combines his love for fashion, art, style, and wine and sawHarden working closely with the team to offer his input on the taste, look, and feel that match his personality. Harden added that his wine will be “smooth, full-bodied, and jammy”.

Enrique Morgan, Accolade’s managing director of the Americas, added: “We share James’ passion for making the wine industry more accessible to the masses. James brings so much positive energy and a high level of enthusiasm to this partnership that will be felt by anyone who picks up a bottle of J-Harden starting in September. We’re thrilled to be part of the same team.”

The J-Harden label will include the likeness of Harden’s beard with bright colours and a floral design inside a silhouette of Harden’s face.

As a 10-time NBA All-Star and third-leading three-point scorer in NBA history, Harden has revealed that he plans to share his personal wine journey with fans on his social media accounts and introduce J-Harden to retailers and shoppers worldwide.

Those looking to register for first release access to J-Harden can do so at the brand webshop.