“The wine industry would be $500 billion in three, four years. So if I know that, why not get involved in that industry?” Carmelo Anthony got into the wine market in the first place for this very reason. Inspired by his love of fine wine and a desire to create something unique, Anthony launched his wine brand VII(N) The Seventh Estate with co-founder Asani Swann in 2022. Now a new chapter is going to be added to his wine venture.

The 10x NBA All-Star recently posted on his Instagram to announce the upcoming release of the collection of three new wines under the ‘Oath of Fidelity‘ category. “Here at VII(N) The Seventh Estate we’re proud to introduce the Oath of Fidelity collection! ✨ Sign up to access your allocation of these limited-edition wines,” read the caption of the Instagram post.

Currently, the price of a single bottle of Oath of Fidelity retails at $135. The Seventh Estate Oath of Fidelity Chteauneuf-du-Pape is a red wine from the Chteauneuf-du-Pape region in Southern Rhône. It’s made from grapes including Shiraz/Syrah, Grenache, and Mourvedre, and has an alcohol content of 14.5%.

“For centuries Wine has been a staple for celebratory moments… with varietals from France our ‘Oath to Fidelity’ collection speaks to the heart and soul of how we are,” said Swann in the latest Instagram video.

Back in May, Carmelo Anthony also expanded his presence in the wine world through a notable partnership with Robert Mondavi Winery, a collaboration that led to the creation of ‘Ode to Soul’. The wine is in the color of robust red which is made from the grapes of To-Kalon vineyards in Napa’s Oakville district. This wine also shows a blend of Cabernet Franc, Cabernet Sauvignon, and a touch of Petit Verdot. Currently, the wine is retailing at $275 per bottle.

Now coming back to the latest release what makes this launch particularly noteworthy is the timing as more and more wine brands are entering the market. The $135 price tag may be steep, but for Anthony, this isn’t about the price, it’s about his commitment to quality, culture, and legacy. In fact, to get over the competition, the NBA icon has even planned everything out.

Carmelo Anthony’s plan to tackle the wine industry challenges

When Carmelo Anthony first ventured into the $500 billion wine industry, he faced skepticism, competition, and the challenges that come with breaking into an exclusive market. Joining a field with fierce rivals like fellow NBA stars Dwyane Wade and Scottie Pippen—who have both launched their own alcohol brands, ‘Wade Cellars‘ & ‘Digits Bourbon‘, Anthony faced critics who dismissed his foray into wine.

During the Wine and Spirits Festival, Anthony was asked by an interviewer how he planned to tackle this industry’s challenges. The 40-year-old, who was present at the event with his brand’s co-founder Asani Swann, didn’t spare a moment to answer.

“It’s very difficult coming in as an athlete because so you, for some reason it’s just shut up and dribble it… We actually planted these seeds 10-15 years ago and we actually just starting to see the benefits from that,” said Melo during the event.

The wine industry is indeed a growing market in the US, with 9.9 liters of wine consumed by a single person annually. The sector is expected to expand quickly in the future due to developments in viticulture technology and commercial methods and Carmelo being a sharp-minded businessman was quick to capitalize on this opportunity. Now with the release of the Oath of Fidelity collection, Anthony’s business expands even more.