NBA superstar James Harden teamed up with Accolade Wines to release his first signature wine collection, J-HARDEN. The equity partnership is centered around a mission to make quality wine more accessible to all consumers. Available in California Cabernet Sauvignon and California Red Blend, wine lovers can purchase online and through leading retailers across the United States starting on Sept. 1, 2022.
“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.”
Harden’s involvement in the J-HARDEN label goes far beyond an equity stake. Combining his love for fashion, art, style, and wine, Harden worked closely with the Accolade team to offer his input on the taste, look, and feel that match his personality. J-HARDEN’s label includes the likeness of Harden’s iconic beard with bright colors and a floral design inside a silhouette of Harden’s face.
By Kinya Claiborne, STYLE & SOCIETY