Beyoncé is entering the world of spirits with the launch of SirDavis, an American whisky in partnership with Moët Hennessy, whose CEO is none other than Philippe Schaus from Luxembourg. This collaboration between the superstar and the LVMH subsidiary marks a new stage in the evolution of American whisky, combining tradition and innovation.

Inspired by Beyoncé’s love of Japanese whisky and her family heritage, SirDavis balances the characteristics of American rye with traditional whisky maturation techniques. The bottle design reflects the singer’s personal story and artistic vision, according to the product sheet.

A rye whisky

SirDavis takes its name from Davis Hogue, Beyoncé Knowles-Carter’s great-grandfather. Using the services of Bill Lumsden, an award-winning master distiller who has worked extensively with the likes of Glenmorangie and Ardbeg, the brand developed an exclusive recipe with 51% rye and 49% malted barley, then refined the flavour by maturing in sherry casks. The result is a rye whisky that has already won prestigious awards, including Best In Class at the SIP Awards 2023.

Available from September, SirDavis is sold in the United States as well as in a number of international airports and shops, including London, Paris and Tokyo.

Interviewed by Le Figaro, Moët Hennessy CEO Philippe Schaus explained that “when Moët Hennessy does something, the idea of the long term or even, I would say, eternity, is always fundamental. Afterwards, we don’t always succeed, but the intention is there in any case: we don't want it to be a ‘one shot.’ These biases are very important because they give coherence to everything we do. SirDavis [...] is radical in several ways. It is linked to an African-American woman, it mixes malt and rye, and the bottle has a unique design... We want this product to succeed in its own right and [...] for SirDavis to demonstrate Moët Hennessy’s ability to innovate [...] It shows that we are not just the company with the oldest champagne and cognac brands, and that, perhaps better than others, we are able to make the most of our heritage. It shows that Moët Hennessy is also capable of creating new trends and new products with the men and women of the moment.”

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