In a bold move that intertwines personal legacy with luxury, global icon Beyoncé has launched her own whiskey brand, SirDavis, in collaboration with Moët Hennessy. Announced by Cowboy Carter on Instagram, this venture marks Beyoncé’s entry into the spirits industry, with a heartfelt nod to her great-grandfather, Davis Hogue—a storied Southern farmer and moonshiner from the Prohibition era.
Davis Hogue, known for his ingenious method of hiding whiskey bottles in cedar trees for loved ones, inspired the name “SirDavis.” This homage not only honors Hogue’s legacy but also reflects Beyoncé’s intent to share a piece of her heritage with the world. SirDavis is set to debut in select markets across the U.S., Tokyo, Paris, and London, with pre-sale orders now available online. Priced at $89 a bottle, this whiskey brings a unique taste and a rich history to aficionados everywhere.
Crafted with the expertise of Dr. Bill Lumsden, a revered figure in the whiskey world, SirDavis boasts an innovative mash bill of 51% rye and 49% malted barley. This unconventional blend infuses the whiskey with the bold, spicy notes characteristic of American rye, coupled with the depth of malted barley, often seen in Scotch and Japanese whiskies. The spirit undergoes a meticulous two-step aging process, first in American oak barrels and then in Pedro Ximénez sherry casks, resulting in a smooth and nuanced flavor that captivates the palate.
Beyoncé’s involvement in SirDavis extended beyond its unique flavor profile; she had a significant hand in the packaging design. The whiskey comes in an elegant, tall, ribbed bottle reminiscent of a vintage perfume flask, crowned with a bronze horse atop a black medallion—a tribute to her Texas roots. Plans are also underway for a visitor center in Houston, further solidifying the brand’s connection to her hometown.
Even before its official release, SirDavis Whisky has garnered acclaim in the spirits community. It has already claimed several prestigious awards, including Platinum and Best in Class for American Whiskey from the 2023 SIP Awards, a Gold Medal from the 2023 New York International Spirits Competition, and a remarkable 93-point rating from the 2023 Ultimate Spirits Challenge.
For Beyoncé, SirDavis is more than a new business venture. It is a heartfelt endeavor to honor her family’s history and continue a legacy of resilience and innovation. As articulated by Dr. Lumsden, “The product had to be very, very special if it’s carrying an association with Beyoncé.” With its blend of tradition and cutting-edge craftsmanship, SirDavis is poised to make a lasting impact on the world of whiskey and beyond.
