Luc Belaire is pleased to announce its creation of the one-of-a-kind Belaire Claw Machine, an arcade-style game with a bubbly prize! This is the world’s first claw machine for alcohol. Players work against a 30-second timer for the chance to win one of Luc Belaire’s 187ml or 375ml miniature bottles. Moving a joystick frontwards, backwards and sideways, the player positions the claw over the intended prize before pressing a red trigger button, or before the timer hits zero. The claw descends then closes, attempting to grab, and if successful, carries the bottle to a drop zone, releasing it into a padded hatch for retrieval. 


Standing at over 2 metres tall and 315kg, the Belaire Claw Machine is truly a sight to behold. It is customized in Belaire’s iconic black and pink colorway, with an interior frosted mirror and outside windows in the shape of Belaire’s front label shield.

The Belaire Claw Machine is housed at the Sovereign Brands headquarters in New York City, where guests can play by invite-only.


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 the brand-new McQueen and the Violet Fog, an extraordinary gin from Jundiaí, Brazil, Bumbu, a craft rum brand from Barbados and Panama 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.

For more information on Luc Belaire contact:

Sophie Lawrence
Europe, Asia, Africa & UAE

Sara Gilbert
North America, South America & The Caribbean
(212) 343-8366


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