James Harden is making a grand entrance into the wine space.

The Mission

According to a press release, the NBA superstar is partnering with Accolade Wines to drop his first wine collection, J-HARDEN. The equity partnership has a shared mission to make quality wine more accessible among consumers.

“We share James’ passion for making the wine industry more accessible to the masses,” said Enrique Morgan, Accolade’s Managing Director of the Americas, according to a press release. “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.”

A Reflection Of His Personality

Harden and his team will use his passion for fashion, art, and style to inspire the brand’s creative direction and design.

As stated in a press release, J-HARDEN is also using the “likeness of Harden’s iconic beard with bright colors and a floral design inside a silhouette of Harden’s face.”

As for the release of the wine, the first two products offered will be the California Cabernet Sauvignon and  California Red Blend, which Harden describes as “smooth, full-bodied, and jammy.”

While teaming up with the Accolade team, Harden gave insights on the taste and look of the product because he wanted the launch to reflect his personality.

A Statement From James Harden

“When I decided to enter the wine industry, I wanted to stand out and be different. I want my label to have swag,” James Harden told AfroTech exclusively in a statement. “The industry as a whole needs more of our culture. I think I’m the right person with the right partners to make J-HARDEN wines a top label starting in the US and beyond. I want the wine, as well as the feel of this brand, to match my personality. Then, you’ll fall in love with how it tastes.”


For those eager to get their hands on Harden’s wine offerings, you can register for early access here.