Beyoncé Ventures into the Spirits World with SirDavis Whisky

Beyoncé has already expanded her entrepreneurial enterprises by launching her hair-care line Cécred and her clothing line Ivy Park. But now the multitalented musician is gearing up for a launch that really hits close to home — SirDavis Whisky. SirDavis Whisky is informed by Queen Bey's family legacy and love of Japanese whisky — and aptly named in honor of Davis Hogue, her great-grandfather. During Prohibition, Davis Hogue was a farmer and moonshiner who shared his appreciation for the careful craftsmanship of whisky by hiding bottles in the empty knots of cedar trees for friends and loved ones to discover and enjoy together. Continuing that legacy four generations later, Beyoncé created an American whisky that is defined by its unique mouthfeel and blend."I’ve always been drawn to the power and confidence I feel when drinking quality whisky 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 whisky 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 whisky that respects tradition but also empowers people to experience something new and unique in the category. You can taste it betterthan I could ever tell you — welcome, SirDavis.”Paying homage to the singer’s home state, the whisky is finished, blended, and bottled in Texas — cementing a first-of-its-kind venture for Moët Hennessy, as this is the first spirit brand it has developed entirely internally in the United States. The spirit also redefines whisky as you may know it, as Moët Hennessy called upon one of the world’s most dignified Master Distillers, Dr. Bill Lumsden, to lead on whisky creation.Lumsden conceptualized the heart of the liquid: its unparalleled 51 percent rye and 49 percent malted barley mash bill. He then incorporated some classic whisky-making elements into SirDavis Whisky, while maintaining some of the richer, deeper flavor profiles of a traditional American Rye. This results in a flavor profile that is smooth as butter, with a comforting spice and subtle sweetness that lingers beyond the first sip. “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,” he shares. Although SirDavis Whisky has yet to grace top shelves worldwide, it was anonymously submitted to respected spirits competitions and has already received award-winning praise, winning Best in Class for American Whisky from the 2023 SIP Awards. This attention to detail and dedicated artistry carries over into the bottle design as well, to which Beyoncé brought her signature touch. The SirDavis bottle can also act as a beautiful fixture in the home, characterized by sleek curves and ribbed glass that gleams when it catches the light. The glass bottle is emblazoned with a black medallion and a bronzed horse — a call to Rennaisance? Most likely — but it is assuredly a poetic nod to the singer’s roots and a reminder that she never forgets where she came from. This ain’t Texas (whisky) like you’ve seen it before. SirDavis retails for $89 USD and is available for pre-order via SirDavis.com. The product will be available across the U.S. and in select airports (LAX/JFK/SFO) and stores in London, Paris, and Tokyo starting September 2024.Click here to view full gallery at Hypebeast