Skip to content
Search
Cuisine Noir Magazine
Support Our Work - Donate
Support Our Work - Donate
  • Food & Drink
  • Travel
  • Lifestyle
  • Recipes
  • Book Grub
  • Events
  • Marketplace
  • Print
  • Podcast
  • More
    • The Culinary Scoop (blog)
    • Black Wineries
    • Videos
    • CN Review
    • Donate
Cuisine Noir Magazine
  • Food & Drink
  • Travel
  • Lifestyle
  • Recipes
  • Book Grub
  • CN Review
  • Marketplace
  • Print
  • The Culinary Scoop (blog)
  • Events
  • Black Wineries
  • Videos
Support Our Work - Donate
Support Our Work - Donate
Search
Cuisine Noir Magazine
Support Our Work - Donate
Support Our Work - Donate
  • Food & Drink
  • Travel
  • Lifestyle
  • Recipes
  • Book Grub
  • Events
  • Marketplace
  • Print
  • Podcast
  • More
    • The Culinary Scoop (blog)
    • Black Wineries
    • Videos
    • CN Review
    • Donate
Cuisine Noir Magazine
  • Food & Drink
  • Travel
  • Lifestyle
  • Recipes
  • Book Grub
  • CN Review
  • Marketplace
  • Print
  • The Culinary Scoop (blog)
  • Events
  • Black Wineries
  • Videos
Support Our Work - Donate
Support Our Work - Donate

NBA Superstar James Harden Launches J-HARDEN Wine Through Equity Partnership with Accolade Wines

J-HARDEN
Photo credit: James Harden | Photo credit: Accolade Wines
July 28, 2022
CN Staff
Share this article
       

James Harden aims to make wine more accessible through the release of his first label this September.

NBA superstar James Harden announced that he has 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 a California Cabernet Sauvignon and a California Red Blend, customers can register for first release access to J-HARDEN at www.j-hardenwines.com. It is scheduled to be available to purchase online and through leading retailers across the United States beginning Sept. 1, 2022. Distributors include Vivino, Go Puff, Bevmo, and HEB. The recommended retail price is $16.99.

“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. Harden added that his wine will be “smooth, full-bodied, and jammy.”

J-HARDEN launch party - James Harden and Trevor Ariza
Pictured: James Harden at J-HARDEN Wine launch party with Trevor Ariza | Photo credit: Accolade Wines

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

RELATED: Grounded in Growth and Inclusivity – Lessons Learned From the Co-Founders of McBride Sisters Wine Company

Harden and his team will also have a role in the wine’s creative direction, design, and style. J-HARDEN’s label will include the likeness of Harden’s iconic beard with bright colors 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 plans to share his personal wine journey with fans on his social media accounts and introduce J-HARDEN to retailers and shoppers worldwide.

The J-HARDEN label is a collaboration with Jam Shed, a popular global brand within the Accolade Wine portfolio. Jam Shed is the second fastest growing wine brand in the U.K., according to Neilsen Scantrack.

logo
Food Advertisements by

  • Summertime casseroles
    under Food & Drink Delicious Summertime Casseroles You Should Know About
  • under Food & Drink 5 Dirtiest Foods You Should Wash Before Eating
  • Tamika Catchings - Owner of Tea's Me in Indiana
    under Food & Drink From Basketball to Tea, Tamika Catchings’ Tea’s Me Wins With Community
  • Indianapolis - His Place Eatery owner James Jones
    under Food & Drink Indianapolis’ Top 10 Black Food and Drink Experiences
logo
Food Advertisements by
Share this article
Share on facebook
Share on twitter
Share on linkedin
CN Staff

A diverse group of global journalists who love to write and talk about all things food, wine and travel.

Related Articles

Loading...
Wine and Culture Fest - Founder Tahiirah Habibi
Black Beer and Spirits Featured Food & Drink

There Weren’t Enough Black Wine Festivals, So This Sommelier Started Her Own

Alternative food choices - Woman making green smoothie at home
Food & Drink

Alternative Food Choices for Weight Management

Talenti - Jasmine Macon has created a recipe for Mango Donut with Basil Caramel and Ginger Crumb with Talenti Alphonso Mango Sorbetto
Black Chefs Food & Drink

Talenti® Partners With Black Food Folks to Honor Four Culinary Creators Making a Difference in the Culinary World

Be the first to know about the latest online, industry updates, world news, events and promotions that connect the African diaspora through food, drink and travel.

    • About Us
    • Contact Us
    • Advertising
    Menu
    • About Us
    • Contact Us
    • Advertising

    #IAmCuisineNoir

    This site participates in affiliate programs. See our full disclosure for more information.

    © 2022 The Global Food and Drink Initiative d/b/a Cuisine Noir Magazine. Privacy
    Site by ACS Digital

    Any unauthorized duplication, download or reprint of images or content from this website for promotional or commercial use is strictly prohibited without written permission from The Global Food and Drink Initiative. Violators will be prosecuted to the full extent of the law. Trademark pending.

    YES!  We’re excited you are signing up too!  

    Get ready to receive our weekly newsletter about:

    • New articles online
    • World news and industry happenings throughout the African Diaspora
    • Mouthwatering recipes
    • Promotions and giveaways

    Right in your inbox!