James Harden Celebrates First Anniversary of Launching J-Harden Wines Harden expands wine brand to China – plans visit to Total Wine & More in Houston on Aug. 24
HOUSTON
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August 17, 2023 01:54 PM Eastern Daylight Time
NBA superstar James Harden is celebrating the first anniversary of launching J-Harden Wines by expanding distribution internationally, giving back to his fans around the globe, and elevating his support for female minority-owned businesses. Harden launched J-Harden Wines through a partnership with Accolade Wines in the summer of 2022 to make quality wine more accessible to all consumers.
“I’m incredibly proud of what we accomplished in our first year of J-Harden Wines, starting with massive success in the U.S. and now expanding worldwide,” said Harden. “As a black-owned business owner, I want to make wine more available to all communities. I want people to know they can enjoy some of the finer things in life and do it at an affordable price.”
Harden added, “As you’ve probably seen on TikTok and across social media, I’m literally doing cartwheels over the response we’ve seen for J-Harden Wines. I can’t wait to see what we accomplish in year two.”
Harden recently wrapped up a tour of China, which joined the United States, Canada, Japan, Philippines, and Malaysia as countries that distribute J-Harden Wines. With Harden in the market for a series of appearances, China’s initial allocation of 16,000 bottles of J-Harden Wines sold out in minutes when it was released this week. J-Harden Wines plans to restock the supply in China to match demand.
The success of J-Harden Wines internationally is a result of the momentum that Harden created in his first year in the wine business. He will visit with his U.S. fans during a visit to Houston’s Total Wine & More (2857 Katy Freeway, Suite 100) on Thursday, Aug. 24, from 6 p.m. to 8 p.m.
J-Harden Wines and Harden will also support business grants for female minority-owned businesses, which will be given away at the Women’s Empowerment Brunch at Harden’s Thirteen Restaurant in Houston on Sunday, Aug. 20. J-Harden Wines will then participate in JH-Town Weekend, a series of fundraising events that support the Impact 13 Foundation, happening at the end of the month.
“James has brought an elevated energy and enthusiasm to the wine industry through the launch of J-Harden Wines and its success over the last year,” said Enrique Morgan, Accolade’s Managing Director of the Americas. “We’ve accomplished so much together in a short period of time, and the response from his fans and our consumers has been incredible. We plan to continue making the wine more accessible in the United States and grow its distribution internationally.”
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 matched his personality. Harden plays a significant role in the wine’s creative direction, design, and style. As a 10-time NBA All-Star and third-leading three-point scorer in NBA history, Harden continues to share his wine journey with fans across the country.
Available in a California Cabernet Sauvignon, California Red Blend, and Prosecco, J-Harden Wines is available through leading retailers across the United States, including Total Wine & More, Kroger, Albertson’s/Safeway, H-E-B, BevMo!, and Target. Learn more at jhardenwines.com.
About Accolade Wines
Accolade Wines is a leading global wine company with famous wine brands loved around the world, including Hardys, St Hallett, Grant Burge, Banrock Station, Mud House, Petaluma, and many others. Accolade is a fully integrated business, managing the entire supply chain from grape to glass.
With more than 1,400 employees in over 40 continents around the world, Accolade delivers approximately 276 million liters of wine to 130 countries every year.
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