Grab a glass, Beyoncé has poured up a new business venture.
The music superstar has teamed with Moët Hennessy, a subsidiary of LVMH, and master distiller Dr. Bill Lumsden to launch SirDavis, a whiskey named for her great-grandfather, Davis Hogue. The family ties run deep as Beyoncé and Jay-Z also have a son named Sir, and Jay-Z has his own champagne brand, Armand de Brignac, that is also owned by LVMH.
SirDavis is a passion project “years in the making,” according to a press release distributed Tuesday that also confirms that it was Beyoncé, a Japanese whiskey enthusiast, who sought out Moët Hennessy to “help craft a one-of-a-kind flavor profile that reflected her whiskey ideal.” It retails for $89 and is available for pre-order on ReserveBar, GoPuff and other on-demand delivery services ahead of an official launch in September.
“I’ve always been drawn to the power and confidence I feel when drinking quality whiskey and wanted to invite more people to experience that feeling,” offered the “Drunk in Love” singer, who rarely releases statements. “When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whiskey was fated. SirDavis is a way for me to pay homage to him, uniting us through a new shared legacy. In partnering with Moët Hennessy, we have crafted a delicious American whiskey that respects tradition but also empowers people to experience something new and unique in the category.”
Per the materials, Hogue, her paternal great-grandfather, was a farmer and a moonshiner in the American South during Prohibition. He is said to have stashed whiskey bottles in the empty knots of cedar trees for friends and kin to discover and imbibe. It was revelations like that that have led to Beyoncé feeling like the brand was predestined. Beyoncé is also said to have “lent her visionary artistic direction” to designing the bottle, which features ribbed glass, a black medallion and a bronzed horse as a nod to her Texas roots. Speaking of, SirDavis is finished, blended and bottled in Texas, and the brand is headquartered in her hometown of Houston.
“SirDavis is not only a revelatory and exceptional American Whiskey, 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,” said LVMH chairman and CEO Bernard Arnault.
Lumsden also weighed in on the whiskey, which was submitted anonymously to spirits competitions prior to launch. It landed best in class for American Whiskey from the 2023 SIP Awards, besting more than 100 other entries in the category. “With SirDavis, we looked to challenge the category norms and offer something new in the space,” said 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.”
Beyoncé’s stable of businesses includes hair care line Cécred, athleisure line Ivy Park (formerly with Adidas), and her development and production entity Parkwood Entertainment, among others.
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