Beyoncé continues to expand her empire. The iconic entertainer has partnered with Moët Hennessy, a subsidiary of LVMH, to launch a new whisky brand, SirDavis.
The brand is named after Beyoncé’s great-grandfather, Davis Hogue, who was a farmer and moonshiner during the Prohibition period in America.
According to press materials, SirDavis “offers a one-of-a-kind taste profile that redefines the taste of American whisky with inspiration from Japanese and Scottish styles.” Its mash bill includes 51% rye and 49% barley.
“I’ve always been drawn to the power and confidence I feel when drinking quality whisky and wanted to invite more people to experience that feeling,” says Beyoncé. “When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated. SirDavis is a way for me to pay homage to him, uniting us through a new shared legacy.”
She continues, “In partnering with Moët Hennessy, we have crafted a delicious American whisky that respects tradition but also empowers people to experience something new and unique in the category. You can taste it better than I could ever tell you — welcome, SirDavis.”
Bernard Arnault, chairman and CEO of LVMH, adds, “SirDavis is not only a revelatory and exceptional American Whisky, which we are very proud of. It is also a testament of the unwavering dedication to craftsmanship, heritage and innovation shared by LVMH and Beyoncé Knowles-Carter.”
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Beyoncé and Moët Hennessy worked closely with Dr. Bill Lumsden, a renowned master distiller, to take the lead on the whisky creation.
“With SirDavis, we looked to challenge the category norms and offer something new in the space,” says Lumsden. “The distinctive grain selection and unusual secondary maturation in sherry casks helped us achieve a signature profile completely unique to SirDavis, one of bold sophistication.”
Prior to its launch, SirDavis anonymously submitted to spirits competitions to validate its quality. Despite being widely known, SirDavis already won Best In Class for American Whiskey from the 2023 SIP Awards and a gold medal (95 points) from the 2023 New York International Spirits Competition.
Beyoncé, who constantly celebrates her Texas roots, was also intentional about creating a Southern connection to SirDavis. The whisky is finished, blended, and bottled in her home state, and the brand’s headquarters is located in Houston.
According to SirDavis’ website, the whisky costs $89 and is available for pre-order. Beginning in September, it will also be available at retailers across the U.S. and in select airports and stores in London, Paris, and Tokyo.
SirDavis comes six months after Beyoncé launched her hair care line, Cécred. The product arrived slightly before the release of her critically acclaimed eighth album, Cowboy Carter.
“This album has been over five years in the making. It was born out of an experience that I had years ago where I did not feel welcomed…and it was very clear that I wasn’t. But, because of that experience, I did a deeper dive into the history of Country music and studied our rich musical archive,” Beyoncé shared.
The album debuted at No. 1 on the Billboard 200 with 407,000 equivalent units sold in the first week. According to the publication, Cowboy Carter sold 168,000 pure copies and garnered 300.41 million official streams, marking Beyoncé’s biggest streaming week.
Cowboy Carter spent two consecutive weeks atop the Billboard 200, becoming her longest-running No. 1 since her 2013 culture-shifting self-titled album, which spent three weeks at the lead.
Cowboy Carter also debuted at No. 1 on Billboard’s Top Country Albums chart. Beyoncé, who made a cameo at the 2024 Paris Olympics, made history as the first Black woman to reach No. 1 on the chart, which launched 60 years ago.
Cowboy Carter included the lead single “Texas Hold ‘Em,” which also topped the Hot 100 chart and the Hot Country Songs chart. Again, Beyoncé made history as the first Black woman to occupy the No. 1 spot on the latter chart.
Get SirDavis at sirdavis.com
