By Jack Barnes
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, with ongoing collaborations and special projects. 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 debate 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.”
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’s us and the culture.”
Adds Jxmmi, “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.
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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