Beyoncé, a global music icon with over 200 million album sales and 32 Grammy awards, has embarked on a new venture: the American whiskey market. Her latest project, a brand called SirDavis, was developed in collaboration with Moët Hennessy, a subsidiary of luxury conglomerate LVMH.
This project, initially codenamed “Destiny,” has been in development for several years. It began when Beyoncé approached the whiskey makers at Moët Hennessy, seeking an American whiskey with a flavor profile akin to that of Japanese whiskey, a style she already favored.
The whiskey was crafted by Dr. Bill Lumsden, an award-winning figure known for his work with Glenmorangie and Ardbeg single malt Scotch whiskies. Lumsden’s innovation resulted in a mixed mash-bill American whiskey, composed of 51% rye and 49% malted barley. Unlike bourbon, this whiskey contains no corn. The spirit is first aged in traditional American white oak casks, then undergoes a secondary maturation in ex-Pedro Ximenez sherry casks for an additional six to nine months.
“We aimed to challenge industry norms and introduce something new,” Lumsden said. “The unique grain selection and secondary maturation in sherry casks allowed us to create a signature profile that is distinct to SirDavis—bold and sophisticated.”
The whiskey’s name, SirDavis, pays homage to Beyoncé’s paternal great-grandfather, Davis Hogue, who was a farmer and moonshiner during Prohibition. His initials are inscribed on the base of the bottle.
“When I learned that my great-grandfather was a moonshiner, it felt like my love for whiskey was destined,” Beyoncé said. “SirDavis is a tribute to him, connecting us through a new legacy. Partnering with Moët Hennessy, we’ve crafted an American whiskey that honors tradition while offering something new and unique.”
Bernard Arnault, chairman and CEO of LVMH, expressed pride in the collaboration, stating, “SirDavis is not only an exceptional American whiskey but also a testament to the shared commitment to craftsmanship, heritage, and innovation between LVMH and Beyoncé Knowles-Carter.”
In a nod to Beyoncé’s Texan roots, SirDavis is finished, blended, and bottled in Texas. A dedicated brand home is set to open in 2025.
SirDavis officially launched on September 4th in the US, UK, France, and Japan. Priced at $89 (£79), the whiskey is available through retailers such as Master of Malt, The Whisky Exchange, and Selfridges, and can also be preordered at SirDavis.com.
