Rae Sremmurd & Luc Belaire Announce New Business Venture

As announced on Hypebeast!
Go behind-the-scenes with the rap duo on set of Belaire’s upcoming video series

Burgundy, France (October 24, 2018) – Luc Belaire is excited to announce a global partnership with multi-platinum rap duo Rae Sremmurd. Rae Sremmurd, comprised of brothers Swae Lee and Slim Jxmmi, are now partnered on their favorite bubbly, Belaire Gold, and will be collaborating on special projects for the line. Belaire Gold is a classic brut, made in Burgundy from a blend of hand-picked Chardonnay and Pinot Noir grapes.

Rae Sremmurd recently met with Belaire CEO Brett Berish in Miami, Florida to sign the official partnership deal and to film a Belaire-produced video series called “Belaire It Out,” which sees Swae Lee and Slim Jxmmi debating pop culture topics and fan-submitted questions. “We’re inspired by Rae Sremmurd’s sense of humor and creativity,” explains Brett Berish, “so ‘Belaire it Out’ made perfect sense with Swae and Jxmmi. Belaire is a place where artists like Rae Sremmurd and our other partners like DJ Khaled, Rick Ross, G Herbo and Dave East can tell their stories and express themselves.”

For exclusive behind-the-scenes photo and interview with Rae Sremmurd, click HERE for full coverage on Hypebeast.

Rae Sremmurd are known for their creative and infectious pop-rap mega-hits, like the quintuple-platinum selling single “Black Beatles” endorsed by Paul McCartney. The Mississippi-born brothers are entirely unique, with Rolling Stone describing them as “hip hop’s best hook masters.” Says Swae Lee, “Life is luxurious. From private planes to clubs to yachts, we live lavishly so we always keep bottles of Belaire around. We were already poppin it, so we wanted to partner with Belaire, who understand us and the culture.”

Jxm, “It had to be Belaire and it had to be Belaire Gold. Belaire’s everywhere we go and this business venture goes with everything we’re doing from music to fashion. We are the Golden Boys! SremmLife!”

With its crystal clear bottle and embossed gold foil labels, Belaire Gold is instantly recognizable. It is recommended as a well-chilled aperitif, and is also a versatile food-pairing wine, especially with seafood, grilled vegetables or poultry thanks to its light, dry finish with light notes of peach, pear, and mango.

Swae Lee of Rae Sremmurd - olorisupergal

Swae Lee of Rae Sremmurd

Slim Jxmmi of Rae Sremmurd - olorisupergal

Slim Jxmmi of Rae Sremmurd

About Luc Belaire

Luc Belaire is a premium brand produced in France – the hallmark of quality in the world of fine wines. Our 5th and 6th generation father-and-son winemakers oversee production of each bottle of Belaire at their maison in Montagny-les-Beaune, established in 1898. The line includes Belaire Gold, made in Burgundy from a blend of Chardonnay and Pinot Noir along with a cane sugar dosage, alongside Belaire’s top-selling cuvée Belaire Rosé, a unique sparkling Rosé wine from the south of France crafted from a blend of Grenache, Cinsault and Syrah grapes – the three favorite Rosé grapes of the region – and Belaire Luxe, an elegant ‘blanc de blancs’ made exclusively from Chardonnay with a special dosage made from prized Chablis grapes in Burgundy.  The newest addition to the range is Belaire Luxe Rosé, made at Belaire’s estate in Provence from a classic blend of rosé varietals and a unique addition of oak-aged Syrah. Finally, Belaire’s Fantôme (French for phantom) range houses each of its cuvées in a luminescent bottle which lights up at the touch of the button.

About Sovereign Brands

Sovereign Brands is a family-owned, international wine & spirits company headquartered in New York. The company is owned and operated by the Berish family and partners with first-class producers from the world’s most iconic wine and spirit regions to develop superior brands. Sovereign has a portfolio of successful brands including Luc Belaire, a smash-hit line of French sparkling wines, which has earned global acclaim for its exquisite taste and striking packages, and is available in more than 100 countries around the world. The company’s portfolio also includes Bumbu, a craft rum brand from Barbados that ranks among the world’s most critically acclaimed rums, Cloud Chaser, a classic French Côtes de Provence Rosé, and Skeleton Vineyards, a range of accessible wines from Argentina and Austria.

About Rae Sremmurd

Rae Sremmurd is a hip hop duo from Tupelo, Mississippi comprised of brothers Swae Lee and Slim Jxmmi. After making it to second place on BET’s “Wild Out Wednesday,” the pair turned down major label record deals to sign to EarDrummers Entertainment. Their 2015 debut studio album, SremmLife, released the next year at Number 5 on the US Billboard 200, and features the certified-platinum mega-hit singles “No Flex Zone” and “No Type,” as well as “Throw Sum Mo” featuring Nicki Minaj and Young Thug, and “This Could Be Us.”


In 2016, Rae Sremmurd released their second studio album, SremmLife 2, on Ear Drummer Records/Interscope Records. The album includes the duo’s first Billboard Number 1 song “Black Beatles”, which held the number one spot for seven consecutive weeks. Their third album was a multi-album project entitled SR3MM – an ambitious three-part album made up of three standalone albums; Rae Sremmurd’s Rae Sremmurd, Swae Lee’s Swaecation and Slim Jxmmi’s Jxmtro. The album was made in conjunction with their longtime collaborator and production company CEO Mike WiLL Made-It.

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