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The launch fits into an ongoing trend of celebrities venturing into the premium liquor business
Beyoncé is making a splash in the luxury spirits industry with the launch of her new whiskey line, SirDavis, in collaboration with LVMH’s Moët Hennessy. Announced Tuesday, the whiskey line represents a significant venture into the premium liquor sector for the global superstar.
SirDavis, named in honor of Beyoncé’s great-grandfather Davis Hogue—who, during Prohibition, discreetly hid whiskey bottles on his Southern farm—seeks to blend personal heritage with high-end craftsmanship. The whiskey, made up of 51% rye and 49% malted barley, is matured in sherry casks, giving it what the distillers describe as a profile of “bold sophistication.” The launch fits into an ongoing trend of celebrities, such as Mark Wahlberg and George Clooney, venturing into the premium liquor business. Beyoncé’s venture into this space aligns with LVMH’s strategy to broaden its presence in the American whiskey market. The whiskey will be produced and bottled in Houston, marking Moët Hennessy’s first U.S.-crafted spirit brand. The bottle, featuring a distinctive bronzed horse, is also a nod to Beyoncé’s recent musical themes.
Retailing at $89 per bottle, SirDavis is set to hit the shelves in September. Beyoncé has already shared her excitement about the project on Instagram, holding up a glass of the whiskey and noting her familial connection to the product.
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