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J-Harden Wines: Work Hard, Play Harden, 1
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Last year, NBA superstar James Harden launched J-Harden Wines in partnership with Accolade Wines to make quality wine more accessible to all consumers. Now, the brand introduces its first-ever campaign: 'Work Hard, Play Harden.' The campaign is the brainchild of Atlanta-based creative shop Majority, recipient of numerous industry awards since its 2021 inception. 'Work Hard, Play Harden' centres on Harden playfully challenging the snooty conventions, traditions and jargon infamously associated with enjoying wine, including but not limited to swishing, uncorking, decanting, sniffing and tasting wine. It all adds up to a message of inclusivity and fun, in stark contrast to how wine has been historically perceived, especially by communities of colour.
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