Beyoncé Enters the Distilled Spirits Industry with SirDavis Whisky

Collaborating with Moët Hennessy, the mogul created a whisky featuring a distinctive flavor profile that reflects her Southern heritage.

Beyoncé has furthered her entrepreneurial ventures by introducing her hair-care brand Cécred and her apparel line Ivy Park. However, the versatile singer is preparing for a launch that is particularly personal – SirDavis Whisky. SirDavis Whisky draws inspiration from Queen Bey's familial heritage and her admiration for Japanese whisky, and is suitably named in tribute to her great-grandfather, Davis Hogue.

During Prohibition, Davis Hogue was a farmer and moonshiner who concealed bottles of whisky in the hollow knots of cedar trees for friends and family to find and savor collectively, reflecting his admiration for the meticulous artistry of whisky production. Four generations later, Beyoncé has established an American whisky characterized by its distinctive texture and mix.

“I have consistently been attracted to the empowerment and assurance I derive from consuming premium whisky and sought to invite others to share in that experience,” states SirDavis Founder Beyoncé Knowles-Carter. Upon learning that my great-grandfather had been a moonshiner, it seemed as though my affinity for whisky was predestined. SirDavis serves as a tribute to him, forging a new shared legacy between us. Through our collaboration with Moët Hennessy, we have developed a delectable American whisky that honors heritage while enabling individuals to encounter something novel and distinctive within the category. You can savor it more effectively than I could ever articulate – welcome, SirDavis.

Image: Julian Dakdouk

The whisky, honoring the singer's home state, is completed, blended, and bottled in Texas, establishing a pioneering initiative for Moët Hennessy, as it represents the first spirit brand made fully in-house in the United States. The spirit redefines whisky as known, with Moët Hennessy enlisting the esteemed Master Distiller, Dr. Bill Lumsden, to oversee its production.

Lumsden devised the essence of the liquid: its distinctive mash bill including 51 percent rye and 49 percent malted barley. He subsequently integrated classic whisky-making components into SirDavis Whisky, while preserving the richer, deeper taste characteristics characteristic of traditional American Rye. This produces a flavor profile that is velvety, accompanied by a soothing spiciness and a delicate sweetness that endures after the initial sip. “The unique grain selection and atypical secondary maturation in sherry casks enabled us to create a signature profile that is entirely distinctive to SirDavis, characterized by bold sophistication,” he states.

Image: Julian Dakdouk

Despite SirDavis Whisky not yet being featured on premier shelves globally, it was entered anonymously to esteemed spirits competitions and has garnered accolades, including Best in Class for American Whisky at the 2023 SIP Awards. This meticulous attention to detail and committed creativity extends to the bottle design, which features Beyoncé's distinctive touch. The SirDavis bottle serves as an elegant household accessory, distinguished by its smooth curves and ribbed glass that sparkles in the light. The glass bottle features a black medallion and a bronzed horse, presumably alluding to the Renaissance. It undoubtedly serves as a poetic homage to the singer’s origins, reminding her of her past.

This is not Texas whisky as you have previously encountered it. SirDavis is priced at $89 USD and may be pre-ordered at SirDavis.com. The product will be accessible throughout the U.S. and in certain airports (LAX/JFK/SFO) and retail locations in London, Paris, and Tokyo from September 2024.