Beyonce unveils whisky that honors family’s moonshine legacy

Beyonce is now getting into the whisky business. The multiple award-winning artist has partnered with Moët Hennessy, a division of LVMH, to launch SirDavis, a new American whisky brand. This collaboration marks a significant venture for both parties, combining Knowles-Carter’s cultural influence with Moët Hennessy’s expertise in luxury beverages.

The whisky, SirDavis, draws inspiration from Knowles-Carter’s family history. It pays homage to her great-grandfather, Davis Hogue, who was reportedly involved in moonshining during the Prohibition era. This connection to her heritage appears to have motivated Knowles-Carter to pursue this business endeavor.

SirDavis distinguishes itself with an uncommon mash bill consisting of 51% rye and 49% malted barley. Dr. Bill Lumsden, a respected figure in the whisky industry, oversaw the development of the spirit. The production process incorporates techniques intended to create a flavor profile that blends elements of Japanese and Scotch whiskies with the characteristics of American rye.

The whisky has already garnered recognition in industry competitions. It received a Best in Class award for American Whiskey at the 2023 SIP Awards and a Gold Medal from the 2023 New York International Spirits Competition.

Knowles-Carter’s involvement extends beyond lending her name to the brand. She contributed to the bottle design, which features a tall, ribbed glass container with a black medallion bearing a bronzed horse emblem.

SirDavis will retail for $89 per bottle. It will be available for pre-order online and will appear in retail locations across the United States, as well as select international airports and stores in London, Paris, and Tokyo, starting in September 2024.

This venture represents Moët Hennessy’s first internally developed spirits brand in the United States. The company, known for its portfolio of luxury wines and spirits, appears to be leveraging this collaboration to strengthen its position in the American whisky market.

As the spirits industry evolves, collaborations between established beverage companies and cultural figures are becoming more common. The SirDavis launch exemplifies this trend, blending traditional whisky-making practices with modern marketing approaches and celebrity involvement.