James Harden is a 10-time NBA all-star and one of the most colourful players in the game. Known as much for his bushy beard and eclectic fashion sense as his on-court prowess. He has the ability to dominate a game and decimate the defense.
Celebrity wines invite skepticism. Especially when they feature athletes. How much does this person really know about wine? Are they involved in the winemaking process or just lending their name and collecting the cash?
Harden is as much a cultural icon as a basketball superstar. His appreciation of the finer things in life has led him on a wine journey that culminates in this partnership with J-Shed wines. The collaboration aimed to produce accessible wines with all the panache of its celebrity namesake.
The power forward label leaps from the shelf sporting a bold floral portrait of Harden with his signature facial fuzz. It is James Harden and yet it could be any hipster in general. You don’t have to be a basketball fan to be attracted to this wine label. Many would assume that J-Harden is the name of the winemaker. Although there is a profile portrait of Harden on the back label, there is no mention of the game he stars in. Quite clever actually. It expands the appeal of the brand by not identifying this celebrity but still attracts those in the know.
If Harden’s goal was to create an approachable wine to be enjoyed anytime, anywhere, he’s made the shot. A deep 3-pointer. Few wines have positively surprised me as much as this one. Smooth. So smooth. It has the quintessential characteristics of a California Cab with all elements in great balance. Slam dunk!
