Beyoncé's Groundbreaking New Whiskey SirDavis Unveiled

Beyoncé Knowles-Carter has launched a new whiskey brand, SirDavis, in partnership with Moët Hennessy, a subsidiary of LVMH. Named after her paternal great-grandfather, Davis Hogue, the whiskey pays homage to his legacy as a farmer and moonshiner during Prohibition. The brand features a bespoke mash bill designed by Dr. Bill Lumsden, known for his work with Glenmorangie and Ardbeg, and combines traditional whisky-making techniques to achieve an elegant mouthfeel and texture similar to Japanese and Scotch whiskies.

SirDavis, which retails for $89.99, will be available at select retailers in the United States, Tokyo, Paris, and London starting in September. The bottle design includes ribbed glass and a logo inspired by a horse emblem, reflecting a blend of luxury and tradition. The whiskey has already garnered accolades, winning Best In Class for American Whiskey at the 2023 SIP Awards. The launch of SirDavis follows other entrepreneurial ventures by Beyoncé, including her haircare line Cécred and perfume range Cé Noir.