Beyoncé is expanding her billion-dollar empire. Indeed, she is raising a glass this time. Just months after riding into the country scene with Cowboy Carter, the 32-time Grammy winner unveiled her latest venture: Beyoncé Beyoncé expands her billion-dollar empire. Indeed, she raises a glass this time. Just months after riding into the country scene with Cowboy Carter, the 32-time Grammy winner unveiled her latest venture: Beyoncé SirDavis Whisky LVMH. This luxury spirit—the new SirDavis American Whisky—is directly inspired by her Prohibition-era great-grandfather.
The launch confirms a powerhouse joint venture between Beyoncé and Moët Hennessy, the spirits division of the luxury giant LVMH. Crucially, this collaboration signals a major push into the premium American spirits market.
Beyoncé’s SirDavis Whisky: Honoring the Moonshine Man
The whisky carries the name SirDavis in homage to Beyoncé’s paternal great-grandfather, Davis Hogue. He was a farmer and a Prohibition-era “moonshiner” in the American South. Hogue reportedly stashed his homemade liquor in the hollows of cedar trees for his community.
“When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated,” Beyoncé said in a statement. She views SirDavis as a way to unite her family’s past with a new, shared legacy. Furthermore, the brand features a handwritten letter from the superstar to Hogue, calling his legacy “a force that drives me.”
The LVMH Partnership Blend and Flavor Profile
Beyoncé approached Moët Hennessy with a specific vision, driven by her personal affinity for Japanese whisky. However, renowned Master Distiller Dr. Bill Lumsden co-created the final blend. He is known for Glenmorangie and Ardbeg.
- Mash Bill: A unique combination of 51% rye and 49% malted barley.
- Maturation: They age the whisky in American oak. Then, they complete the maturation in Pedro Ximénez Sherry casks. This finishing technique is unusual for American whisky.
The resulting flavor profile is an elegant spirit bottled in Texas. Specifically, the flavor evokes notes of dark red fruits, clove, and cinnamon. This balances the complexity of rye with the texture of Scottish and Japanese whiskies.
The Beyoncé Business Empire Expands
SirDavis is a natural fit for Beyoncé’s current “cowboycore” aesthetic. Certainly, the bronze horse logo on the bottle serves as a clear nod to her Texas roots and album covers.
The Beyoncé SirDavis Whisky LVMH venture represents merely the latest in a rapid expansion of her business empire. Moreover, this list already includes her haircare line Cécred, her fragrance Cé Noir, and her production house Parkwood Entertainment.
Beyoncé joins a crowded list of celebrity liquor owners. For example, this list includes Drake, Dwayne Johnson, and George Clooney. Also, her own husband Jay-Z previously sold a 50% stake in his champagne brand, Armand de Brignac, to LVMH in 2021.
SirDavis becomes available across the U.S. and in select international stores starting in September, retailing for $89 a bottle.
About the Author
