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NBA Star James Harden Launches His First Wine Label

Philadelphia 76ers' star player James Harden has teamed up with Accolade Wine to release his first wine collection called J-HARDEN. The partnership is said to be based on equity with a mission to make quality wine more accessible to all consumers.

This isn't Harden's first time entering the business lane. One of the NBA's most prolific scorers has an investment portfolio that includes his shares in the sports drink company BodyArmor, Art of Sport, a body and skin-care brand, custom-made for athletes, and The sock company Stance.

Now Harden wants his fans to enjoy his games by drinking one of his many varietals, which include a California Cabernet Sauvignon and a California Red Blend. The first two products launch on September 1. For only $16.99, wine lovers can register first release access to J-HARDEN.

“My entrance into the wine game is much bigger than just having my own label,” said Harden in a statement. “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."

More than just the face of the brand, Harden was also hands-on and worked closely with Accolade's team to bring his vision to life. By showcasing his love for wine, art, fashion and style, Harden was able to bring his love for wine to his fans his way. The partnership also has Harden having a say in the creative direction, which is shown with the likeness of his iconic beard on the label of his wine.

Harden's U.K. fans will be happy to know that J-HARDEN is also in collaboration with Jam Shed, a popular Accolade wine brand. Jam Shed is also the second fastest growing wine brand in the U.K., according to Neilsen Scantrack.


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