James Harden Debuts His Own Signature Prosecco


If the Philadelphia 76ers trust the process and win the NBA Finals, they won't have to go far for bottles to pop as their star shooting guard has his own Prosecco.

James Harden recently announced J-HARDEN’s Extra Dry Prosecco DOC, in collaboration with Accolade Wines and wine brand J-Shed as the new offering in his signature wine collection

“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 James Harden. “It's perfect to pop and party with for celebratory occasions — its energy and taste align perfectly with where we are trying to go with the J-HARDEN brand.” 


Harden’s involvement with the wine spans all elements of the grape-to-glass process, as he offers inputs on the taste, look, and feel to ensure each bottle best represents his personality. The prosecco follows the brand’s tradition of bold, colorful bottle designs, curated to complement Harden’s iconic fashion style.

“Like the J-HARDEN California Cabernet Sauvignon and Red Blend offerings, the Prosecco really distinguishes itself within the competitive landscape and disrupts the current Prosecco shelf lineup,” said Enrique Morgan, managing director for the Americas at Accolade Wines. “Now more than ever, wine lovers are looking for brands that they can relate to and are culturally relevant. We are thrilled that our partnership with James, celebrates a unique mission to make good wine accessible to everyone.”

J-HARDEN now features three wines, including the new Italian Prosecco, a California Cabernet Sauvignon and a California Red Blend. The label, which was unveiled last August, launched as an equity partnership centered around a mission to make quality wine more accessible to all consumers.

J-HARDEN’s Extra Dry Prosecco DOC is available now at a suggested retail price of $16.99 via Vivino. It will be available at Total Wine & More beginning April 1. Full retailer availability can be found at