Beyoncé Knowles-Carter is making waves in the world of spirits with her latest venture: SirDavis, a revolutionary whisky born from a unique collaboration with Moët Hennessy, a prestigious subsidiary of LVMH. This groundbreaking partnership merges Knowles-Carter’s passion for whisky with Moët Hennessy’s expertise in the luxury spirits market, resulting in a product that redefines American whisky.
The journey to SirDavis has been years in the making. As an avid enthusiast of Japanese whisky, Knowles-Carter sought out Moët Hennessy to help craft a distinctive flavor profile that would embody her vision of the perfect whisky. At the same time, Moët Hennessy was looking to expand its presence in the American whisky market. The alignment of their goals set the stage for this innovative collaboration.
“I’ve always been captivated by the power and confidence that comes from enjoying a high-quality whisky, and I wanted to share that experience with others,”
says Beyoncé Knowles-Carter, the Founder of SirDavis. “Discovering that my great-grandfather was a moonshiner made my passion for whisky feel like destiny. Sir Davis is my tribute to him, creating a new legacy that honors our shared heritage. By partnering with Moët Hennessy, we’ve developed an American whisky that respects tradition while offering something fresh and exciting. You’ve got to taste it to believe it – welcome to SirDavis.”
The name SirDavis pays homage to Davis Hogue, Knowles-Carter’s great-grandfather who distilled whisky during Prohibition in the American South. Hogue would hide his whisky in cedar trees for friends and family to find, a practice that imbued the spirit with a sense of nostalgia and rebellion. Today, SirDavis brings this legacy into the spotlight, replacing hidden bottles with a product that graces the shelves of top spirits retailers worldwide.
Bernard Arnault, Chairman and CEO of LVMH, praised the collaboration, saying,
“SirDavis is not only an exceptional American whisky but also a testament to the shared commitment to craftsmanship, heritage, and innovation between LVMH and Beyoncé Knowles-Carter.”
To create SirDavis, Moët Hennessy enlisted Dr. Bill Lumsden, a renowned Master Distiller famous for his work with Glenmorangie and Ardbeg. Lumsden developed a bespoke mash bill consisting of 51% rye and 49% malted barley, making it a rare addition to the American whisky landscape. He combined traditional distilling techniques with innovative methods, such as secondary maturation in sherry casks, to create a whisky with a unique profile – one that blends the elegance of Japanese and Scotch whiskies with the bold flavors typical of American rye.
“With SirDavis, we aimed to push the boundaries of the whisky category and introduce something truly novel,” Lumsden explained. “The unique grain selection and sherry cask maturation resulted in a profile that stands out for its bold sophistication.”
The commitment to excellence extended beyond the whisky itself. SirDavis was anonymously entered into several prestigious spirits competitions before its official release. It achieved Best in Class for American Whiskey at the 2023 SIP Awards, outperforming over 100 competitors. Other accolades include a Gold Medal (95 points) from the 2023 New York International Spirits Competition and a 93-point rating from the 2023 Ultimate Spirits Challenge.
In addition to crafting a superior whisky, Knowles-Carter contributed her artistic vision to the bottle’s design. The result is a striking, tall bottle with ribbed glass that captures light and showcases the liquid. The bottle features a black medallion with a bronzed horse, symbolizing strength and honoring Knowles-Carter’s Texas heritage. Finished, blended, and bottled in Texas, SirDavis stands as Moët Hennessy’s first internally developed American spirits brand, with its headquarters in Houston.
Retailing at $89, SirDavis is available for pre-order at SirDavis.com. It will hit shelves across the U.S. and select international locations, including airports in Los Angeles, New York, and San Francisco, as well as stores in London, Paris, and Tokyo, starting in September 2024.
