Philadelphia 76ers star James Harden has had a low-key public presence since the disappointing exit from the postseason. The Sixers crashed out in the Semifinals despite its dominance in the regular season. Since then, the $200-million-worth basketball star rarely made any public appearance or statement until he came out, all guns blazing with his recent social media upload. Notably, The Beard had opened up about his struggles with hard liquor in an interview while promoting his wine brand a few months ago.

Harden isn’t the first NBA star to own a liquor brand. In fact, he is one of the latest entrants in the industry. Interestingly, the 2x NBA MVP Stephen Curry launched his brand new whiskey brand, The Gentleman’s Cut, during the postseason. 

James Harden follows in the footsteps of other NBA stars

After remaining inactive on Instagram for five weeks, James Harden took to the platform to showcase his wine products, J-Harden Wines. While many of the current NBA stars took to hard liquor, the 10x All-Star opted for wine. The wine brand was launched last fall with the aim of making quality wine more accessible to all consumers.

Harden shared a picture of his products and wrote, “wouldn’t put my name on it if it wasn’t the best,” in the caption. Additionally, the Sixers star also hinted at the expansion of his brand in the caption. It read, “We are just getting started.”

Apart from the IG post, he also took to the stories and shared a picture of a ‘Sparkling wine bottle’ from his brand. Moreover, the star’s wine brand took part in a wine-tasting event organized at a summit, Black Food Wine Experience. The summit’s IG handle also shared a cover story on the Sixers star’s advent into the liquor industry. Importantly, Harden’s interest in wine has a peculiar back story to it.

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What is Harden’s backstory for commencing a wine brand?

As mentioned earlier, it’s unusual for an NBA star to hold a business in wine, as the majority opted for hard liquor. However, Harden recently revealed his reasons for choosing wine over hard liquor in an interview. He said, “I’m getting a little older, so the hard liquor is very. It’s very different, difficult to recover from, so you know we looked into the wine.” 

While the response left the interviewer taken aback, the star spoke the minds of people who struggle with a hangover after a drinking session. He added, “Now we’re just trying to expand. You know we’re running little bubbles and then hopefully we can go.” The NBA star’s business interests in the liquor industry will aim to rise to global popularity.

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