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Beyoncé breaks boundaries yet again— this time in the world of spirits! She has announced (in true sneaky Bey fashion) the launch of her latest creation, SirDavis, a Japanese and Scottish-inspired American whisky. The 32-time Grammy award winner collaborated with Moët Hennessy to produce a whisky that is far more than just a celebrity endorsement.
Crafting a Legacy
SirDavis is named after and honors Beyoncé’s paternal great-grandfather, Davis Hogue, a successful moonshiner during Prohibition. According to the official SirDavis site, Hogue would stash his bottles in the empty cedar trees on his farm for family and friends to find. When Bey’s father, Mathew Knowles, would visit his grandfather at the distillery, it was the first time he heard a black man be referred to as “Sir.” Fans may also notice the title could be a nod to her 7-year-old son, Sir.
The singer’s recent ventures all honor her family in different ways. The hair care line, Cecred, pays tribute to her mother’s cosmetology career, while RENAISSANCE celebrates her Uncle Jonny. Cowboy Carter reclaims Deep South America through her ancestors’ eyes, with a vinyl cover named “Beyince” after her mother’s maiden name.
SirDavis is set to debut with a retail price of $89 per bottle. Online pre-sales opened August 20th, with the official launch scheduled for September 4th, her 43rd birthday. The whisky will initially be available in select U.S. states and key cities such as London, Paris, and Tokyo, as well as in duty-free shops at major airports including JFK, LAX, and SFO.
Sippin’ on Tradition, The Beyoncé Way
Beyoncé’s involvement in SirDavis extends far beyond celeb branding. She personally sought out Moët Hennessy and renowned Master Distiller Dr. Bill Lumsden to craft a one-of-a-kind whisky that resonates with her palate. Known for her preference for Japanese-style whiskies, Beyoncé worked closely with Lumsden to develop a unique flavor profile that blends the complexity of rye with the elegance of malted barley. The whisky carries a harmonious balance of spice and subtle hints of fruit, finishing with a smooth, rounded taste that whisky enthusiasts will surely appreciate.
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The design of the SirDavis bottle further showcases Beyoncé’s creative influence. The bottle stands out as both a work of art and a vessel for the whisky inside. It’s a statement piece, perfect for any top shelf or as a centerpiece on its own.
SIRDAVIS: Award-winning American whisky, finished, blended, and bottled in Texas.
Order Beyoncé’s latest creation here: https://t.co/n2rpFXIu6p pic.twitter.com/eIS6p8y1Aw
— BEYONCÉ LEGION 𐚁 (@BeyLegion) August 20, 2024
Beyoncé’s collaboration with Moët Hennessy on SirDavis highlights her continued partnership with LVMH. This relationship also includes Champagne Armand de Brignac aka Ace of Spades, co-owned by her mogul hubby, Jay-Z.
Beyoncé states:
“I’ve always been drawn to the power and confidence I feel when drinking quality whisky and wanted to invite more people to experience that feeling.”
With SirDavis, Beyoncé continues to redefine what it means to be a global icon, seamlessly blending her artistic vision with her business acumen, while honoring her family’s legacy. This whisky is not just a drink— it’s a story, a tribute, and an invitation into the world of Beyoncé Knowles-Carter.
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