The NBA and premium liquor have developed an unexpected bond over the years. Players like CJ McCollum have taken their passion for fine drinks to the vineyards, while legends like Michael Jordan have elevated tequila brands. And then, there’s Carmelo Anthony—known as much for his smooth moves on the court as his new-found flair in the tequila world. This holiday season, Melo is stepping back into the spotlight with an exciting collaboration, promising a unique twist that’s sure to grab your attention.

1800 Tequila recently released a promotional video for the season, featuring none other than Carmelo himself. “Let’s send them something special this year,” he says, giving a nod to the spirit of giving. And that’s not all—1800 Tequila has launched three fresh flavors, making Melo’s holiday gift ideas even more intriguing. He playfully suggests, “Send Denis (Bouanga) one. Send Sabrina one. And the Chef one, too.” The post was captioned, “@1800Tequila, Taste Worth Sharing this Holiday Season. Please drink responsibly. @Doordash #ad #21+”

But here’s where it gets even bigger: 1800 Tequila and Melo are partnering with DoorDash, a $73 billion powerhouse in food delivery. With a commanding 56% market share in U.S. food delivery, DoorDash is the leader in this space, reaching 20 million consumers and partnering with over 450,000 merchants. This collaboration aims to make holiday gifting even easier, enabling fans to send Melo’s chosen flavors directly to loved ones.

Interestingly, this isn’t Melo’s first round with 1800 Tequila. Last year, they launched the 1800 Tequila x Carmelo Anthony Holiday Drop Shop, a limited-edition apparel line that debuted during a New York Knicks game against the Cleveland Cavaliers. Decked out in a custom 1800 x STAYME7O Varsity Jacket, Melo even enjoyed his signature cocktail—an 1800 Espresso Martini—as he watched from the courtside.

That time the Drop Shop released on Cyber Monday, November 27, offering items priced between $75 and $295. The bundles will include custom merch, a bottle of 1800 Cristalino, and a specially embroidered patch.

Carmelo Anthony has already carved his own path in the spirits world. His tequila brand, VII(N) The Seventh Estate, launched in 2022 alongside co-founder Asani Swann, making Melo a part of the industry.

Carmelo Anthony’s Tequila brand

Interestingly, many doubted his decision, warning him about the intense competition and steep challenges in the wine and spirits market. But Melo remained unfazed. As he put it, “The wine industry would be $500 billion in three, four years so if I know that, why not get involved in that industry?”

When asked about the hurdles, Melo was candid. For years, athletes were mostly admired for their skills on the court—not their ventures off it. But he noted how athletes like Dwyane Wade and Scottie Pippen helped change that narrative, showing fans that athletes could thrive in other fields. “It’s very difficult coming in as an athlete because…for some reason, it’s just shut up and dribble,” he explained, recognizing that athletes had been planting seeds in new spaces for over a decade.

Ultimately, Melo also envisions supporting other athletes as they launch businesses. As wine consumption in the U.S. grows, he sees room for impact, driven by innovation and a shared passion among athletes to expand beyond the game.