Moët Hennessy, Beyoncé Introduce New Whiskey – SirDavis

Beyoncé Knowles-Carter has joined forces with Moët Hennessy, a subsidiary of LVMH, to create SirDavis, a groundbreaking new whiskey. The first-of-its-kind joint venture reflects a shared vision between Knowles-Carter and Moët Hennessy, around the future of American whiskey. 

This unique product was years in the making after Knowles-Carter, a Japanese whiskey enthusiast, sought out Moët Hennessy to help craft a one-of-a-kind flavor profile that reflected her whiskey ideal. Meanwhile, Moët Hennessy had been exploring ways to deepen its presence in the American whiskey market, making the timing kismet for a partnership between the world-leading luxury group and Knowles-Carter. 

“I’ve always been drawn to the power and confidence I feel when drinking quality whiskey and wanted to invite more people to experience that feeling,” says Knowles-Carter, founder, SirDavis. “When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whiskey 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 whiskey that respects tradition, but also empowers people to experience something new and unique in the category. You can taste it better than I could ever tell you – welcome, SirDavis.” 

Beyoncé Knowles-Carter, founder, SirDavis

SirDavis is named in honor of Davis Hogue, Knowles-Carter’s paternal great-grandfather, a farmer and a moonshiner in the American South during Prohibition. He stashed whiskey bottles in the empty knots of cedar trees for friends and kin to find and enjoy. For Knowles-Carter, this discovery made the idea of creating a whiskey brand feel predestined. Four generations later, the legacy comes to life – rather than hidden in the trees, bottles of SirDavis proudly grace the top shelves of fine purveyors of spirits worldwide.  

“SirDavis is not only a revelatory and exceptional American whiskey, which we are very proud of; it is also a testament of the unwavering dedication to craftsmanship, heritage and innovation shared by LVMH and Beyoncé Knowles-Carter,” says Bernard Arnault, chairman, chief executive officer, LVMH. 

Moët Hennessy tapped Dr. Bill Lumsden, one of the world’s most awarded and highly regarded master distillers, to lead the creation of whiskey. Lumsden is best known for his work on Scotch whisky brands, Glenmorangie and Ardbeg. 

Lumsden selected the brand’s bespoke mash bill – one of the rarest new offerings in the world of American whiskey composed of 51% rye and 49% malted barley – to serve as the backbone of the liquid. Lumsden then combined traditional whiskey-making techniques to impart an elegant mouthfeel and texture reminiscent of Japanese and Scotch whiskies, while retaining the robust and deep flavors typical of classic American rye. 

“With SirDavis, we looked to challenge the category norms and offer something new in the space,” says Lumsden. “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.” 

In another nod to Knowles-Carter’s Southern heritage, the whiskey is finished, blended and bottled in her home state of Texas. Unlike other acquired brands, SirDavis also makes history as Moët Hennessy’s first spirits brand developed entirely internally by Moët Hennessy in the U.S. SirDavis is headquartered in Houston, Texas. 

SirDavis is available for preorder via SirDavis.com. The product will be available at retail across the U.S. and in select airports (LAX/JFK/SFO) and stores in London, Paris and Tokyo in September.