Accolade Wines
J Harden x J Shed Wines
Accolade Wines came to MKTG looking to disrupt the U.S. wine category and reach a new audience that historically “doesn’t drink wine.
Enter NBA star James Harden, the right talent to co-create a new wine label under Accolade that would align with that audience.
MKTG launched “Open a new dimension” with James Harden in 2022. An exploration of the SMOOTH, FULL-BODIED, AND JAMMY qualities of J-Harden Wines.
Through digital animations and a production shoot, we launched a bold design and energetic, disruptive style that targeted new age distribution channels via strategic partnerships with GoPuff and Vivino.
Celebrities, influencers, sales partners, and press got to taste the wine with James and his friends, generating 1.5 billion and counting
1.5 Billion
In July, we put J-Harden on the map via an exclusive invite-only party at Catch LA - a month before the product was even available.
J-Harden Wines became officially available 8/26 through Vivino, then in-stores 9/1.
