NEW YORK — Beyoncé Knowles-Carter has joined forces with Moët Hennessy to create SirDavis, a new whiskey and nod to her Southern heritage.
The product has been years in the making after Knowles-Carter, a Japanese whiskey enthusiast, sought out Moët Hennessy to help craft a one-of-a-kind flavor profile that reflected her whiskey ideal.
“I’ve always been drawn to the power and confidence I feel when drinking quality whiskey and wanted to invite more people to experience that feeling,” says SirDavis Founder Beyoncé Knowles-Carter. “When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whiskey was fated. SirDavis is a way for me to pay homage to him, uniting us through a new shared legacy. In partnering with Moët Hennessy, we have crafted a delicious American whiskey that respects tradition but also empowers people to experience something new and unique in the category. You can taste it better than I could ever tell you — welcome, SirDavis.”
SirDavis is named in honor of Davis Hogue, Knowles-Carter’s paternal great-grandfather, who was a farmer and a moonshiner in the American South during Prohibition. He stashed whiskey bottles in the empty knots of cedar trees for friends and kin to find and enjoy. For Knowles-Carter, it was this discovery that made the idea of creating a whiskey brand feel predestined. Four generations later, the legacy comes to life – rather than hidden in the trees, bottles of SirDavis proudly grace the top shelves of fine purveyors of spirits around the world.
“SirDavis is not only a revelatory and exceptional American Whisky, which we are very proud of. It is also a testament of the unwavering dedication to craftsmanship, heritage and innovation shared by LVMH and Beyoncé Knowles-Carter,” said Bernard Arnault, Chairman and Chief Executive Officer of LVMH.
Knowles-Carter also lent her visionary artistic direction to the brand’s bottle design – a tall, eye-catching bottle with intentional design elements that make the vessel an unmistakable beacon of luxury.
The whiskey is finished, blended and bottled in her home state of Texas. Unlike other acquired brands, SirDavis also makes history as Moët Hennessy’s first spirits brand developed entirely internally by Moët Hennessy in the United States. SirDavis is headquartered out of Houston, Texas.
SirDavis retails for $89 and is available for pre-order via SirDavis.com. Product will be available at retail across the U.S. as well as in select airports (LAX/JFK/SFO) and stores in London, Paris, and Tokyo in September 2024.
