Beyonce and her new brand of whisky. Food and Wine
Beyoncé Knowles-Carter is stepping into the world of spirits with her latest venture, SirDavis Whisky. The pop icon announced her partnership with Moët Hennessy, a division of the French luxury brand LVMH, to create this new American whiskey. SirDavis will be based in her hometown of Houston, Texas, and represents Beyoncé’s first venture into the spirits market.
Named after her great-grandfather, Davis Hogue, who was known for making moonshine during the Prohibition era, SirDavis pays homage to her family's history. Hogue was known for hiding whiskey in the knots of cedar trees, and Beyoncé’s new brand aims to honour this tradition. “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. When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated,” Beyoncé said. She hopes SirDavis will connect people through a new legacy, blending tradition with innovation.
Set to retail for $89 per bottle, SirDavis will be available in the U.S., Tokyo, Paris, and London starting in September. Pre-sales are already open online at SirDavis.com. Beyoncé’s collaboration with Moët Hennessy is significant as it marks the first time they have launched a new American spirits brand from scratch rather than acquiring an existing one. Dr. Bill Lumsden, known for his innovative approach to Scotch whisky, led the project.
Beyoncé’s SirDavis Whisky honours her great-grandfather, Davis Hogue, who was known for making moonshine and farming during Prohibition. Food and Wine
The whisky has a distinctive composition, with 51% rye and 49% malted barley. While this mix qualifies it as an American rye, it incorporates elements typically found in Scotch and Japanese whiskies. SirDavis undergoes a two-step aging process: first in American oak barrels, then in Pedro Ximénez sherry casks from Spain. This process adds a unique softness and depth to the whisky. “The rye brings the American aspect in. The malted barley brings a little bit of Scottishness,” said Dr. Lumsden. He worked closely with Beyoncé to ensure the final product matched her vision, resulting in a whisky that offers a nuanced flavour profile.
The bottle design reflects Beyoncé’s Texas roots, featuring a tall, ribbed bottle with a bronze horse medallion. Additionally, SirDavis will have a visitor center in Houston for fans to experience the whisky firsthand. The brand has already made a splash in the spirits world, winning several awards before its official release. It has earned a Platinum and Best in Class title from the 2023 SIP Awards, a Gold Medal from the 2023 New York International Spirits Competition, and a 93-point rating from the 2023 Ultimate Spirits Challenge.
