Carmelo Anthony may have hung up his jersey, but the moves haven’t stopped. From hardwood dominator to fine-wine curator, Melo’s evolution epitomizes reinvention. So what happens when a basketball legend gets inducted into the Hall of Fame and also runs a high-end wine label? Something unexpected: a dip in sales… but with a twist you didn’t see coming!
Before you jump to conclusions, this isn’t your average business story. After Carmelo Anthony joined the Basketball Hall of Fame Class of 2025, his wine brand—VII(N) The Seventh Estate—decided to celebrate the only way true wine lovers would: with a special discount. The brand posted on social media, “Big congrats to our co-founder, Carmelo Anthony, on being elected to the Basketball Hall of Fame Class of 2025! To celebrate this legendary milestone, enjoy 17% off your next wine order with code HALLOFFAME — now through April 30.” That 17% dip wasn’t a sales slump—it was a festive 17% off, courtesy of code HALLOFFAME.
It’s poetic: Melo toasts two decades of hoops with two decades of age-worthy wine. Carmelo Anthony dedicated two decades to his NBA career. He’s now toasting his legendary basketball career with his other passion, wine. A ten-time All-Star and three-time Olympic champion, Melo’s on-court legacy has matured much like a premier Rhône. And now, he’s making sure fans have their bottles and can raise a toast to him. It’s more than a promo code, it’s an art of giving gratitude in the shape of a wine bottle.
This wine brand isn’t a side gig—it’s Melo’s full-time passion project. Launched in 2022 with co-founder Asani Swann, VII(N) The Seventh Estate debuted with a bold 2017 Châteauneuf-du-Pape called Oath of Fidelity. Together with Stéphane Usseglio, Melo and Asani Swann launched nine international bottlings—from France to Spain to California—each with its own narrative.
From the court to the vineyard: Carmelo’s growing wine empire
Carmelo didn’t take the traditional route of buying a winery and calling it a day. Carmelo instead tapped into his experience as a global basketball ambassador. Melo selected and collaborated with vineyards from across continents to build a collection that blends heritage with modern craft. His mission is to create a wine label that not only reflects global diversity but also supports inclusion in the wine industry, especially for people of color.
What started as a passion project has now entered legendary venues. VII(N) teamed up with Madison Square Garden to sell its Sovereign and Echoes of Earth labels. Carmelo Anthony is back in the Garden, not to shoot hoops, but to share his creation! The partnership marks a full-circle moment for the former Knicks star, who now brings his wine to the same arena where fans once chanted his na
From hearing cheers under the spotlight to hearing corks pop in celebration. And he’s not just slapping his name on a bottle. With Asani Swann Benjamin by his side, their brand is rooted in authenticity, representation, and above all, taste.
As Melo steps into the Hall of Fame, he also stands tall in the spotlight. One where grapes, not game stats, take center stage. And if you’re wondering whether this wine journey is just a retirement project, think again! With deals, partnerships, and a growing fan base, it is clear that Melo’s second act is already Hall-of-Fame worthy, too!
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