BEYONCÉ LAUNCHES SIRDAVIS WHISKEY

Beyoncé needs no introduction – her influence spans the globe, captivating audiences across generations and cultures. Now the music icon and businesswoman is making a bold new move into the world of spirits with the launch of SirDavis, her American whiskey brand. Created in collaboration with Louis Vuitton Moët Hennessy, SirDavis is poised to shake up the whiskey world.

Named in honour of her paternal great-grandfather, Davis Hogue, SirDavis pays tribute to Beyoncé’s roots. Hogue was a farmer and moonshiner in the American South during the Prohibition era. The story of Hogue hiding whiskey bottles in cedar trees for friends to find inspired Beyoncé to create a spirit that honours this legacy while, bringing her modern twist to the whiskey world.

Let’s be clear, this is no vanity project. From the blend to the bottle design, Beyoncé was intimately involved in the creation of SirDavis. Working closely with Dr Bill Lumsden, director of whisky creation at Glenmorangie and Ardbeg – both renowned names under Moët Hennessy – Beyoncé crafted a whiskey that’s as distinct and powerful as her own persona.

The whiskey itself is a blend of 51% rye and 49% malted barley, a nod to traditional American whiskey-making with a dash of international flair. It undergoes a dual maturation process, first aging in American oak barrels before finishing in Pedro Ximénez Sherry casks. 

Tasting notes nod to the sherry cask finish, with Seville oranges, raisins, cloves, and cinnamon on the nose. On the palate a wonderful balance of toffee, spices, and vibrant citrus comes through, leading to a smooth finish with hints of honey and ripe cherries.

SirDavis will have an RRP in the UK £79, with the official release set for 4th September, when the whiskey will be available at select retailers in London, Paris, and Tokyo. 

The striking design of the SirDavis bottle is another testament to Beyoncé’s hands-on approach. The tall, fluted glass bottle features a black medallion with with a bronzed horse, a symbol chosen by Beyoncé to represent strength, respect, and her Texas heritage. The bottle which has been designed by Stranger & Stranger is intended to be as much a statement piece as it is a vessel for the whiskey within.

Looking ahead, the SirDavis brand is set to establish a home in Houston, Texas, Beyoncé’s hometown, by 2025. This facility will include a visitor centre and serve as the finishing and bottling site for the whiskey, further grounding the brand in Beyoncé’s Texan roots.