Beyoncé Unveils Luxury Whiskey Inspired by Her Great-Grandfather’s Legacy
Beyoncé, the iconic 32-time Grammy-winning artist, has recently launched a new venture that perfectly blends her love for music with her deep-rooted family history. Introducing SirDavis, a luxury whiskey inspired by her great-grandfather, Davis Hogue, a man who defied Prohibition laws to keep the spirit of whiskey alive.
This exclusive brand is a collaboration between Beyoncé and Moët Hennessy, a prestigious division of LVMH, renowned for its luxury wine, champagne, and spirit labels like Veuve Clicquot and Dom Pérignon. SirDavis is more than just a drink; it’s a tribute to Beyoncé’s heritage, named after her great-grandfather, who was known for his crafty moonshining during the Prohibition era. According to a press release, Hogue would cleverly hide bottles in the hollows of cedar trees, allowing friends and family to share in his secret joy.
“When I learned about my great-grandfather’s moonshining past, I felt a deep connection to whiskey,” Beyoncé shared in a statement. “Creating SirDavis is my way of honoring him and continuing our shared legacy.”
The creation of SirDavis was entrusted to Bill Lumsden, the master distiller behind LVMH’s famous Scottish single-malt whiskies, Glenmorangie and Ardbeg. The whiskey, made from 51% rye and 49% malted barley, is aged in sherry casks, resulting in a flavor profile rich with notes of dark red fruits, clove, and cinnamon. Its smooth texture draws comparisons to both Japanese and Scotch whiskies.
Beyoncé’s influence extends beyond the whiskey itself, as she played a significant role in designing the bottle. The packaging features a bronze horse emblem, symbolizing her Texas roots and further reinforcing her connection to the cowboy-inspired themes that have characterized her recent work. This theme is evident in her latest album, “Cowboy Carter,” where references to whiskey are prominently featured.
SirDavis is not just another celebrity-branded product; it’s part of Beyoncé’s expanding business empire. In the past year alone, she has launched a fragrance, Cé Noir, and a haircare line, Cécred. Through her company, Parkwood Entertainment, Beyoncé continues to build her brand, with SirDavis being the latest addition to her impressive portfolio.
With the luxury drinks market booming, and whiskey accounting for 62% of all American spirits exports, SirDavis is poised to make a significant impact. Available from September in select stores across the US, London, Paris, and Tokyo, this premium whiskey is expected to retail for $89, offering whiskey enthusiasts a taste of Beyoncé’s rich legacy and entrepreneurial spirit.
In launching SirDavis, Beyoncé joins a distinguished list of celebrities like Drake, Dwayne Johnson, and George Clooney, who have made their mark in the luxury drinks market. Her husband, Jay-Z, is no stranger to this world either, having sold a 50% stake in his champagne brand, Armand de Brignac, to LVMH in 2021.
As Beyoncé continues to break boundaries, SirDavis stands as a testament to her dedication to preserving and honoring her family’s history, all while setting new standards in the world of luxury spirits.
