How urban artists influence what we drink | LUC BELAIRE
Drinking has (in the UK, anyway) become one of our favourite pass times and with the growing availability of glitzy bottles becoming so readily available, you only have to scroll down your Instagram feed on a Saturday night to see numerous images of notoriously well-known bottles such as Ace of Spades and Luc Belaire being held, one in each hand with a caption paying homage to Rick Ross’ #BlackBottleBoys.
References to alcohol and drinking within the media is rife and it is not surprising given that brands are, now more than ever, utilising urban artists to endorse their products. Being the face of an alcohol brand is more common among artists than owning their own fragrance these days.
Whilst we’re posing for our Instagram photos and lacing our drinks with the latest flavour of Ciroc, we don’t consider (I mean, why would we?!) where these brands come from and how they have rocketed to popularity amongst the alcohol enthusiasts amongst us. So, just how much has the urban music scene influenced our drinking habits?
In the first post in this ‘mini blog series’, we take a look at Luc Belaire.
Luc Belaire is a brand of French sparkling wine made from Grenache, Syrah and Cinsault grapes. Packaged luxuriously in a timeless black or opulent white bottle with silk screened labels, champagne foil and pink or gold accents, Luc Belaire fills the gap between Champagne and Prosecco and its price tag certainly reflects this.
There are three variations of the wine – Belaire Rosé, Belaire Brut and more recently – Belaire Luxe. The Belaire Rosé variety compromises red fruity, sweet flavours with a silky finish. The Brut blends dry and crisp citrus flavours of peach, lemon and grapefruit. Luxe is made from Chardonnay grapes from Burgundy and is blended with an oak-dosage from Chablis, compromising notes of apricot, honeysuckle and brioche.
Luc Belaire has become a popular beverage of choice due to heavy brand endorsement with the likes of Rick Ross featuring the brand in many of his music video and lyrics. He has also used it to celebrate career milestones and gifted Belaire to dozens of friends, family and music industry influencers. The unique branding of the bottle and aura of the brand as a whole oozes sophistication and exclusiveness. It is this which has enabled the success of Luc Belaire.
In 2013 Rick Ross or as he is sometimes better known – ‘Ricky Rozay’ and Belaire became the perfect pairing. Having always been a lover of Rosé, Rick Ross fell in love with the Belaire brand so much so that he became the brand ambassador, creating huge momentum amongst his following and transforming the brand into the ultimate indicator of luxury and status.
Photo: Getty Images
His social media accounts essentially became a platform for advertising the brand and he even created Black Bottle Boys – an “exclusive club” for rappers co-signing the drink. In 2012, Belaire was searched for only 16 times on Wine-Searcher. A year after Rick Ross’ endorsement, Belaire skyrocketed to Wine-Searchers list of the 100 most searched for wines – coincidence? We think not.
Rick Ross has firmly put Belaire on the map and we don’t see that changing anytime soon. When you next hear reference to Luc Belaire in Rick Ross’ verse, you won’t need a rap genius to tip you off.
Next time you’re celebrating like Ross, you can order the range of Luc Belaire here and have it delivered to your door (or nearest Collect+ if you’re outside of London) in under 60 minutes. Go on, live like a boss.