Friday, 11 May 2018

An unlikely alliance: French winemaker and American rappers

When you think of sparkling wine, do you think of rapper Rick Ross or Ski Mask the Slump God?

Me neither, but the folk from French sparkling maker Luc Belaire emailed me to talk up a new range that spotlights celebrity talent on their labels.

The new Luc Belaire range features its "celebrity ambassadors" on the labels.



The luminescent Belaire Icon Series highlights independent, self-made artists and influencers worldwide.


Chart-topping artists Dave East, A Boogie, Nipsey Hussle, Rapsody, Trina, Fat Joe, Ski Mask The Slump God, Russ, Yemi Alade, Diamond Platnumz and pioneering skateboarder Danny Way "are now immortalized with luminous, stylized portrait labels".



Their bottles sit alongside designs featuring hip hop icon Rick Ross, Grammy-nominated DJ Steve Aoki and global hit-maker DJ Khaled, released earlier this year but now extended to all three Belaire cuvées.

Brett Berish, the Luc Belaire CEO unafraid of brash statements, said: “We strive to make bold creative decisions that reinforce Belaire as more than just a drinks brand. Our new packaging is designed to offer a unique experience for our fans. This is the perfect way to celebrate our talented friends. We are looking forward to creating more designs as our 'Self Made Tastes Better' series grows.”

Each label lights up at the touch of a button: just turn off the lights, hit the power switch underneath the bottle and enjoy the show!

Each of Belaire’s three cuvées—its signature Belaire Rosé, Belaire Gold and Belaire Luxe – is represented in the new Belaire Icon Series. I await my samples so I can report on the wine quality.



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