The Atlanta Hawks versus New York Knicks recent clash was nothing less than an electrifying one, Madison Square Garden was loud but the Knicks came up short, losing 100-108 in the game. Still, there was a nice surprise waiting for the fans as one of their beloved veterans Carmelo Anthony, who was present at the game, did something unexpected.

Anthony recently took to his Instagram Story to post a picture in which he can be seen posing with an 1800 Tequila bottle, a brand that is the official tequila partner of the Knicks. “@1800tequila x @nyknicks… On shelves in NY, NJ and CT now,” read the caption of the story. It wasn’t just another celebrity endorsement; it symbolized the convergence of sports, luxury branding, and personal ambition.

No stranger to high-profile collaborations, 1800 Tequila is an impressive $424 million premium tequila brand. The brand stands on its reputation for a sleek bottle design and a long heritage and is known for crafting tequila from 100% blue Weber agave, picked in Jalisco, Mexico. 

Interestingly, Carmelo Anthony’s endorsement of 1800 Tequila comes at a time when he’s making significant strides with his own alcohol brand. The Knicks veteran is the proud co-founder of VII(N) The Seventh Estate which he founded along with co-founder Asani Swann in 2022. Moreover, the label’s name, pronounced “seven,” is a nod to his iconic jersey number and his belief in the spiritual power of the number.

One of the most premium bottles that Anthony’s brand offers is the Ode to Soul’ which was created in collaboration with the Robert Mondavi Winery. The wine which retails at $275 per bottle 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.

Anthony’s tequila endorsement serves as a reminder of his enduring impact, both as a player and a businessman. Whether it’s through VII(N) or partnerships with brands like 1800 Tequila, Anthony continues to evolve, proving that his legacy extends far beyond the basketball court. In light of growing, Anthony’s brand recently made a huge announcement.

The recent launch of Carmelo Anthony’s Wine Brand

The 10x NBA All-Star retired from professional basketball in May 2023 after a storied 19-season career. Since hanging up his jersey, Anthony has redirected his focus toward his wine business and has launched many options since the establishment of VII(N) The Seventh Estate brand. However this time, he has done something that a true entrepreneur does.

In a recent video posted on Instagram, it was revealed that the brand is launching ‘Sovereign Wines’. The Speciality? While the cost of its predecessors went above $100, these new bottles will be available only at $16 per bottle.  This initiative was taken after multiple fans requested a more affordable wine.

“So these are the ‘Gayda’s’. This is more for I would say the everyday person who just wanna drink some wine. This is ‘Sovereign’. I’m sure you guys will love the price point on this,” said Anthony in the video which was followed by Swann’s, “Maison Seven, Melo, and I came up with this to create a space for wines that will be listed and priced under $20 and under. Our Sovereign Wine is selling at $16 a bottle.”

However, there’s a catch to this new offer. Customers will have to buy a minimum of two bottles to avoid a higher shipping fee and the options that they would get are a white and a red-labeled variant. This move reflects his commitment to making quality wine available to a broader audience, bridging the gap between luxury and affordability, and therefore shows his dedication to the business. But keeping his company aside, the Knicks legend clearly also knows how to give an ode to the team’s collaborations.