Beyoncé has officially stepped into the spirits industry with the launch of her own rye whiskey brand, SirDavis. This new venture is a collaboration with Moët Hennessy, the luxury giant known for its premium brands like Glenmorangie and Hennessy. SirDavis whiskey is inspired by Beyoncé’s personal history and connection to whiskey through her great-grandfather, Davis Hogue, who was a moonshiner during Prohibition. The brand not only pays homage to Hogue’s legacy but also brings a fresh twist to the American whiskey market by blending traditional methods with innovative techniques.
Image credit: SirDavis
A Tribute to Family Legacy
The name SirDavis is a direct nod to Davis Hogue, a farmer and moonshiner in the American South. During Prohibition, Hogue would hide bottles of whiskey in hollowed-out cedar trees, allowing friends and family to discreetly enjoy his craft. This piece of family history deeply resonated with Beyoncé, influencing her decision to create a whiskey brand that carries forward her great-grandfather’s legacy. As Beyoncé explains, “When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated. SirDavis is a way for me to pay homage to him, uniting us through a new shared legacy.”
Crafting SirDavis
Beyoncé’s whiskey journey began with a partnership with Moët Hennessy, who were keen to expand their footprint in the American whiskey market. Together, they brought in Dr. Bill Lumsden, a legendary master distiller known for his work with Scotch brands Glenmorangie and Ardbeg. Lumsden, renowned for his innovative approach, developed a unique mash bill for SirDavis—composed of 51% rye and 49% malted barley. This combination is rare in American whiskey, making SirDavis stand out from the crowd.
The whiskey undergoes an intricate aging process. It starts in American oak barrels and is then transferred to Pedro Ximénez sherry casks for a secondary maturation. This unusual finish adds layers of complexity, blending rich, fruity notes with the spice and robustness typical of rye whiskey. Lumsden emphasized that the goal was to challenge traditional norms and offer something new, “The distinctive grain selection and unusual secondary maturation in sherry casks helped us achieve a signature profile completely unique to SirDavis, one of bold sophistication.”
Tasting Notes and Design
The tasting profile of SirDavis is a well-crafted blend of bold and refined flavors. The whiskey opens with vibrant notes of tangy Seville oranges, raisins, and warm spices like clove, cinnamon, and ginger. On the palate, these flavors are joined by hints of toffee, Demerara sugar, and a classic rye spiciness. The finish is smooth, with lingering touches of honey, ripe cherries, and sultanas, making it a whiskey that appeals to both seasoned enthusiasts and curious newcomers.
Image credit: Mason Poole / Julian Dakdouk
In addition to crafting the whiskey, Beyoncé was heavily involved in the design of the bottle. The tall, ribbed glass catches light beautifully, and its sleek appearance is accentuated by a black medallion featuring a bronzed horse—a nod to Beyoncé’s Texas roots and symbolizing strength and respect. The bottle’s aesthetic is simple yet powerful, embodying the elegance and authority that the SirDavis brand aims to convey.
A Global Launch
SirDavis whiskey is set to make its mark on both the American and international markets. It will retail for approximately $89 (£79 in the UK) and will be available in select cities and airports starting in September 2024. In the U.S., it will be distributed in key markets like California, New York, Texas, and Florida. Globally, the whiskey will also be available in London, Paris, and Tokyo. Additionally, plans are underway to open a SirDavis brand home in Houston, Texas, Beyoncé’s hometown, by 2025. This facility will serve as a visitor center and will house the finishing and bottling operations for the whiskey.
Breaking the Mold in a Male-Dominated Space
The whiskey industry, particularly the celebrity-driven sector, has been largely dominated by male figures in recent years. With SirDavis, Beyoncé not only brings a feminine touch to this space but also adds a level of authenticity and artistry that sets the brand apart. While there have been other women in the industry, like Melissa McCarthy, Beyoncé’s influence and vision promise to take SirDavis to new heights.
Already an Award Winner
Even before its official release, SirDavis has already garnered critical acclaim. It won Best in Class for American Whiskey at the 2023 SIP Awards, outperforming over 100 other entries. It also received a Gold Medal (95 points) at the 2023 New York International Spirits Competition and earned a 93-point rating at the 2023 Ultimate Spirits Challenge. These accolades highlight the brand’s commitment to quality and innovation.
The Future of SirDavis
SirDavis represents more than just another celebrity-backed product. It’s a carefully crafted whiskey that balances tradition with modernity, rooted in both personal history and a vision for the future. As Bernard Arnault, Chairman and CEO of LVMH, stated, “SirDavis is not only a revelatory and exceptional American Whiskey, but it is also a testament to the unwavering dedication to craftsmanship, heritage, and innovation shared by LVMH and Beyoncé Knowles-Carter.”
With its unique blend, striking design, and deep connection to family heritage, SirDavis is poised to make a significant impact in the world of premium spirits, offering whiskey lovers a taste of something truly special.
