James Harden launches Italian Prosecco
NBA star adds a new product to his J-Harden wine collection.
As a new offering in his wine collection J-Harden, NBA star James Harden has announced a Prosecco in collaboration with Accolade Wines and wine brand J-Shed. His ‘Extra Dry Prosecco DOC’ features fresh hints of citrus, stone fruit, and energetic bubbles; it will be released at the start of April, available at retailers across the US.
The wine collection of Harden now features three wines: the new Prosecco, California Cabernet Sauvignon and California Red Blend. “This is an exciting time for wine, and I love being a part of it. I’ve been eager to get my new Prosecco out there because I know people will love it,” said Harden, who described his Prosecco as “perfect to pop and party with for celebratory occasions”.
Harden offers inputs on the taste, look, and feel to ensure each bottle best represents his personality. The Prosecco follows the brand’s tradition of colourful bottle designs, curated to complement Harden´s fashion style. The suggested retail price of the new Prosecco is $16.99, and it is currently available at Vivino and Total Wine & More, beginning April 1.
Wines backed by famous names appear to be more than a short-lived trend for the industry, with Kylie Minogue and other stars successfully establishing themselves in the market. “Now more than ever, wine lovers are looking for brands that they can relate to and are culturally relevant,” said Enrique Morgan, managing director of the Americas at Accolade Wine.