Exclusive news and research on the wine, spirits and beer industry

Accolade Wines aims high with new J-Harden brand, in partnership with NBA Star

July 18, 2022

Australia-based Accolade Wines is the world’s fifth-largest wine retailer, according to Impact Databank, with a volume of around 35 million cases. Owned by The Carlyle Group, Accolade has a smaller presence in the United States, but it aims to change that, in part through a new brand partnership with NBA star James Harden.

Enrique Morgan, Accolade’s general manager for North America, calls the J-Harden brand “a full-bodied, jammy, simple wine from California.” Given strong retailer feedback and placement with players such as Gopuff, BevMo, Liquor Barn, HEB and ABC Fine Wines & Spirits, Accolade is targeting around 100,000 cases in the first year for J-Harden, which sells at 17 $ the 750 ml. and will debut on September 1. “We hope to bridge the gap with consumers who are not currently in the wine market,” Morgan told SND.

Morgan says the new branding is made to stand out on the shelf with bold colors, a floral design and a resemblance to Harden’s beard. “James is famous around the world for his electrifying and iconic presence both on and off the pitch, and this brand combines James’ loves for fashion, art, style and wine,” he added. -he. In a statement, Harden, who owns a stake in the brand, said its “goal is to produce a high-quality product that can be enjoyed by the masses at a reasonable price.”

Made in collaboration with Jam Shed, an existing and popular Accolade brand in the UK, J-Harden is initially launched with a California Cabernet Sauvignon and a California Red Blend. “You always have to think about what’s next and how we can take this brand to the next level,” says Morgan. “We certainly have plans in this space as we look to grow the J-Harden brand over the next year and deliver some exciting line extensions.”

Along with the launch of J-Harden, Accolade is focusing on a number of other growth opportunities in the United States over the next few years. They include recruiting new consumers with Echo Falls’ fruit-infused portfolio, further developing the New Zealand-based Da Luca Prosecco and Mud House brands, and targeting the Australian luxury segment with labels such as Hardys. , House of Arras, Petaluma, Grant Burge, and St Hallet.—Daniel Marsteller

Subscribe to Shanken News Daily’s email newsletter, delivered to your inbox every morning.

Tagged: Accolade Wines, J-Harden, Jam Shed

GET A FIRST LOOK AT 2021 DATA AND 2022 PROJECTIONS FOR THE WINE AND SPIRITS INDUSTRIES. ORDER YOUR 2022 IMPACT DATABASE REPORTS. CLICK HERE.

Comments are closed.