Beyoncé, a global superstar recognized for her musical talent and activism in female empowerment, has sold over 200 million albums and has received 32 Grammy awards. Despite these accomplishments, she continues to venture into new fields, including the American whiskey market with her latest initiative.
Her new venture, named SirDavis, is a collaboration with Moët Hennessy, part of the luxury conglomerate LVMH. This project, initially known as ‘Destiny’, has been in development for several years, originating from Beyoncé’s interest in American whiskey that shares flavor profiles with Japanese whisky, of which she is a fan.
The whiskey has been crafted by Dr Bill Lumsden, a celebrated figure known for his work with Glenmorangie and Ardbeg Scotch whiskies. Dr. Lumsden developed a unique blend for SirDavis, consisting of 51% rye and 49% malted barley. This mixture is initially aged in traditional American white oak casks, followed by a secondary maturation period of six to nine months in ex-Pedro Ximenez sherry casks, distinguishing it from a typical bourbon.
‘We aimed to redefine the norms of the category and introduce an innovative product,’ stated Lumsden. ‘Our choice of unique grains and the uncommon practice of finishing the maturation in sherry casks created a distinctive profile that sets SirDavis apart as a symbol of bold elegance.’
The whisky is named after the paternal great-grandfather of Knowles-Carter, Davis Hogue, who was both a farmer and a moonshiner during the Prohibition era. The initiative seeks to honor his memory, and his initials are etched at the bottom of each bottle.
‘Learning that my great-grandfather was a moonshiner made it feel like my passion for whisky was destined,’ Knowles-Carter expressed. ‘SirDavis represents my tribute to him, bridging a connection through this newly shared legacy. By collaborating with Moët Hennessy, we have produced a superb American whisky that not only respects tradition but also invites connoisseurs to explore a novel and outstanding offering within the category.’
‘SirDavis stands as not only a groundbreaking and exceptional American whisky that we take great pride in, but it also signifies the shared commitment to excellence, heritage, and innovation between LVMH and Beyoncé Knowles-Carter,’ remarked Bernard Arnault, chairman and CEO of LVMH.
In line with the artist’s connections to Texas, SirDavis whiskey is crafted, mixed, and bottled within Texas, with plans to open a brand headquarters in 2025.
The product was introduced on September 4 in the United States, as well as in the United Kingdom, France, and Japan. It is available for purchase at $89 (£79) from Master of Malt, The Whisky Exchange, and Selfridges, and it can also be pre-ordered from SirDavis.com.
Last month, Neil Ridley was among the first individuals in the UK to sample this newly developed whisky.
On the nose, the aroma begins with spices such as cinnamon, cloves, and ginger, followed by the sweetness of candied orange peel, rich toffee flavors, and a hint of oak.
On the palate: A rich blend of dried fruit, vanilla-led custard and toffee, a touch of white pepper and soft red fruit.