# Exclusive Basketball Star Wines James Harden Launches His J-HARDEN Wine at LCBO By Jana Pijak | Published 2022-12-09 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/jharden-wine References: [accoladewines](https://accoladewines.com/)  NBA superstar James Harden recently announced his partnership with Australia-based company [Accolade Wines](https://www.trendhunter.com/trends/krink-x-barossa-ink-limited-edition-shiraz) to release his first signature J-HARDEN wine blend. The wine will be released in Ontario and will be available through the [LCBO](https://www.trendhunter.com/trends/grow-wild-1) e-commerce platform starting December 9th, 2022. Retailing for $22.95 CAD, J-HARDEN wine will also be available in select Canadian provinces, including Saskatchewan and Manitoba. Harden's goal is to make high-quality wine accessible to all consumers, while his wine's packaging will feature creative direction and design by the athlete. The wine's label is also accented with a multicolored illustration of Harden's face and iconic beard, brought to life with bright floral accents. “We share James’ passion for making the wine industry more accessible,” said Sylvie Levesque, General Manager Canada at Accolade Wines. “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 December. We’re thrilled to be part of the same team.” Image Credit: Accolade Wines ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 32% | Activity: 52% | Freshness: 14% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Athlete-branded Wines:** Opportunity for other sports personalities to venture into wine production and collaborate with established wine companies to tap into a new market. - **Accessibility in Wine Industry:** Opportunity to explore and innovate on new strategies to make high-quality wine more accessible to consumers, with a focus on creative packaging and branding to attract a wider audience. - **Cross-border Partnerships:** Opportunity for wine companies to partner with international sports personalities to create customized wine blends, promoting cross-border collaborations, and providing new creative opportunities. ### Industries Being Reshaped - **Wine Production:** Innovative wine production methods incorporating branding & packaging, providing social media-friendly content to appeal & attract younger audiences. - **Sports & Athlete Licensing:** Opportunity for sports licensing agencies to introduce new streams of revenue by exploring the wine industry as an untapped market in collaboration with wine companies. - **E-commerce Platforms:** Opportunity for e-commerce platforms to expand their reach by catering to specific localized markets, enabling a global reach for sports personalities to release their wine blends. ## Related on Trend Hunter - [Basketball-Inspired Wine Labels](https://www.trendhunter.com/trends/victor-solomon.md) - [Athlete-Backed Bottle Carriers](https://www.trendhunter.com/trends/rimowa-3.md) - [Basketball Star-Backed Tequilas](https://www.trendhunter.com/trends/lobos-1707.md) - [Basketball Sneaker-Inspired Decanters](https://www.trendhunter.com/trends/mr-flower-fantastic.md) - [Hot Pink Basketball Sneakers](https://www.trendhunter.com/trends/red-blend.md) - [NBA Championship Beer Collabs](https://www.trendhunter.com/trends/nba-championship-bottles.md) - [Basketball Star Pre-Roll Boxes](https://www.trendhunter.com/trends/preroll-box.md) - [Hockey-Inspired Whisky Bottles](https://www.trendhunter.com/trends/stanley-cup-bottle.md) - [Intricate Basketball Shaped Bottles](https://www.trendhunter.com/trends/lorenz-bumer.md)