“I just want a one percent, half a percent of the industry.” Carmelo Anthony was clear about his ambition to capture the wine industry. As per reports, the industry is projected to reach $500 billion, so that translates to a staggering $5 billion—no small feat by any measure. Melo has multiple plans to grow his Wine Brand VII(N) The Seventh Estate. Being the owner, he often gets marred by multiple questions.

“Whenever your bottle comes out, people ask you, you know what does it taste like? What are the notes?” During the House of Robb San Francisco, the 10x All-Star was asked about the perfect way to describe his product. “I just said just drink the sh–.” The entire room full of people started laughing, hearing the candid answer from Melo. “For so long, I never smell with leather, I don’t know what leather tastes like; I don’t know what these other taste profiles. But when in doubt, just drink this sh–.”

But that’s not the only conundrum Carmelo Anthony is surrounded with. Since he is a wine connoisseur first, there are multiple gatherings where he has to put his best foot forward. “I mean, it’s sports right, so it’s very competitive. Like it’s no matter what it’s going to always be competitive. So what I try to do is yes to answer your question yes guys get together; what do you bringing?” The Knicks legend shared that there are times when NBA players meet for dinner and the conundrum around makes it a difficult selection.

Not only Melo, but Dwyane Wade, LeBron James, and Chris Paul are known wine connoisseurs. Whenever any dinner with his peers is planned, there are questions: “What are you bringing? And depending on who’s coming to the dinner, that’s what you going to bring.” But Carmelo Anthony has it figured out.

“So if it’s a light crowd you going to bring a light wine. If it’s a crowd that if it’s a good group at you know at the table and we eating at a good restaurant and it’s like heavily curated, then you’ll see you’ll see the big boys on the table during that night.” For the Syracuse alum, the future challenges of the wine industry don’t worry him. Because he has a blueprint to become Anthony Bourdain.

Carmelo Anthony had his plans to rule the world of wine

When the Knicks started consuming wine, former players and peers mocked him. At the time, wine was not associated with athletes or considered an elite drink. But Melo realized that he had to answer those critics, and that’s when the plan to enter the industry was on his mind. In order to capture the bigger share and expand, only launching products won’t work.

That’s why Carmelo Anthony is working on a ‘World Cup’ of wines. “I take my experience from USA basketball and traveling. So, I’m trying to create the World Cup of Wines, in a sense.” In a conversation with Boardroom, Melo listed places like France, Chile, China, Australia, Portugal, and South Africa as potential opportunities. But that’s not all. Plus, the brand will focus on TV shows around wines, traveling, and identifying winemakers.

Most importantly, Melo’s brand will also educate people about how to pair wine with food and provide an experience like no other. That’s when he compared the idea to Anthony Bourdain, who was an American celebrity chef, author, and travel documentarian. “So, you know, I’m like Bourdain over here.” So, the plans are big, and wheels are already in motion.