In June, as the Boston Celtics celebrated a record-breaking 18th title with a triumph over the Dallas Mavericks, the obligatory locker room Champagne drenching served as cover photo for many media outlets. A combination of Moët & Chandon — featured via its coveted role as the NBA’s official Champagne — and others soaked the revelers as plays were recounted and the Larry O’Brien trophy made its rounds.
While such scenes are common in just about any sport, the NBA has received copious coverage in the press for its fine-wine fever in recent years. Its aficionados and vintners have graced the pages of just about every wine or sports publication in some way or another. There’s no denying the obvious take: The NBA is obsessed with wine.
But by panning out to view the phenomenon from a level removed, another curious trend pops into the frame: the press’s obsession with covering the topic.
Sports journalist Baxter Holmes sent the story global with his seminal 2018 work for ESPN, “The NBA’s Secret Wine Society.” Over the past decade, photos of LeBron sipping Opus One courtside, the “Banana Boat Crew” wine toast, stories of Gregg Popovich’s legendary team wine dinners, and detailed accounts of who drinks what and why, have bubbled up relentlessly.
At first glance, it makes perfect sense. The NBA is a popular global brand, and stories detailing anything regarding the league no doubt provide a healthy share of interest and clicks. Give the people what they want — it’s business.
