$330 Billion Industry Lured Carmelo Anthony Without Any Help From NBA’s Secret Wine Society

“I just want a one percent, half a percent of the industry.” Carmelo Anthony’s statement that he intended to make nearly $5 billion from his wine brand reflected his hopes and vision for his company. However, as fans would know, it has never been just Melo. There have been names like LeBron James and Dwyane Wade, who have had a similar love for fermented grapes. So much that ESPN popularized wine’s growing obsession in the NBA, particularly stars like Bron, Melo, and Wade, by coining the term: Secret Wine Society. However, Anthony has denied this said secret club to be the driving factor behind his love for the Wine.

During a recent conversation with Cigar and Spirits Magazine, Melo was asked the obvious question: Did drinking wine and smoking cigars with his Banana Boat Crew—Chris Paul, LeBron James, and Dwyane Wade—push him toward the industry? After all, the wine market was valued at a staggering $330 billion in 2023, making it an enticing business move. But according to Melo, the answer is a hard no.

“We all had our different interests. For me, whether it was yachts, cars, watches, wine, cigars—whatever it was…books…I would always enjoy the luxuries of life,” he explained. In other words, while his NBA brothers may have shared a love for wine, his journey into the business was personal.

So, if it wasn’t the so-called Secret Wine Society, what got Melo into the wine game? He cleared that up in a 2024 interview with Bon Appétit.

It turns out it started as a casual post-game habit in the mid-2000s. “This was probably 2005 or 2006, so I was heavy on Napa and California wines back then,” Melo shared. But as his love for wine grew, he had a realization—he was spending a ridiculous amount of money on it. And if he was going to spend that much, why not invest in his own? Fast forward to 2022, and VII(N) The Seventh Estate was born.

Now, just because Melo is distancing his business from the influence of the Banana Boat Crew doesn’t mean he’s downplaying their impact on his life. In fact, he’s been quite honest about how Chris Paul and Dwyane Wade have stood beside him in major philanthropic efforts:

Carmelo Anthony opens up on philanthropic work by him, Wade, and CP3

Anthony has always been more than just a basketball icon—he’s deeply invested in making a difference off the court. In a recent chat with Cigars & Spirits Magazine, Melo opened up about the charitable work he’s passionate about. When asked about the initiatives he supports, one stood out right away—the Social Change Fund United (SCFU).

If you’re not familiar with SCFU, it’s a non-profit that Melo co-founded with Dwyane Wade and Chris Paul. Their mission? To uplift minority communities, especially communities of color, by funding social and criminal justice reform efforts and supporting entrepreneurship. Instead of trying to do everything themselves, the trio focuses on backing the people already doing the groundwork.

“Myself, Dwyane, and Chris Paul founded the Social Change Fund, where we support the people on the ground actually doing the work. Instead of the three of us going out there and trying to tackle everything, we identify companies, brands, and movements that we can get behind,” Melo explained. He further mentioned that the trio supports these companies and brands by adding to their cause instead of taking anything away.

Melo’s wine venture stands alone, a statement to his drive, but the bonds of the Banana Boat Crew run deep in purpose-driven endeavors. Their collaborative efforts through the Social Change Fund United highlight a shared commitment to impactful change. Beyond the business of wine, their legacy is etched in the lives they uplift.

So Carmelo Anthony may have denied the influence of members of the Banana Boat Crew in the Wine game, but he surely acknowledged their impact where it counts the most.