Beyoncé introduces a whiskey, drawing inspiration from her moonshine-making great-grandfather.
It appears she had a particular brand in mind now.
On a Tuesday, the 32-time Grammy winner announced her latest venture: A luxury whiskey created in collaboration with her Prohibition-era great-grandfather's spirit.
This collaboration is a joint project between Beyoncé and Moët Hennessy, the spirits division of luxury conglomerate LVMH, which manages numerous wine, champagne, and spirit labels such as Veuve Clicquot and Dom Pérignon.
Promising an "unconventional twist" to American whiskey, the drink is named SirDavis in honor of Beyoncé's paternal great-grandfather, Davis Hogue. A farmer and Prohibition-era "moonshiner," Hogue hid liquor bottles "in the empty knots of cedar trees for friends and kin to find and enjoy," according to a press release.
"When I learned that my great-grandfather was a moonshine man, it felt like my passion for whiskey was destined," Beyoncé said in a statement. "SirDavis is my way to honor him, connecting us through a new shared legacy."
SirDavis' website features a handwritten letter from Beyoncé to Hogue, declaring that "your legacy serves as a source of inspiration and motivation for me."
The recipe was crafted by Bill Lumsden, the distiller responsible for LVMH-owned Scottish single-malt whiskies Glenmorangie and Ardbeg. With a mash of 51% rye and 49% malted barley, the whiskey matures in a sherry cask, the press release stated.
The resulting flavor profile is described as showcasing flavors of dark red fruits, clove, and cinnamon, offering an "elegant mouthfeel and texture reminiscent of Japanese and Scotch whiskies."
LVMH revealed that Beyoncé was heavily involved in designing the bottle, which boasts a bronze horse logo representing the Houston-born artist's Texas roots.
Although described as "years in the making," this move aligns with Beyoncé's recent "cowboycore" public image. Her public persona, "Cowboy Carter," as well as the preceding record "Renaissance," both featured images of Beyoncé on a horse, with whiskey lyrics surfacing in both records.
SirDavis marks Beyoncé's latest business venture, joining her recently expanded empire, which includes a fragrance (Cé Noir) and a line of haircare products (Cécred). The 42-year-old singer also oversees Parkwood Entertainment, which includes Ivy Park, an athleisure clothing line, among its subsidiaries.
Beyoncé joins a long line of celebrities venturing into the luxury drinks market in recent years, including Drake, Dwayne Johnson, George Clooney, and even her own husband Jay-Z, who sold a 50% stake in his champagne brand, Armand de Brignac, to LVMH in 2021.
Moët Hennessy, in turn, hopes to secure a larger share of the booming $5.1-billion US whiskey market. Whiskey now makes up 62% of American spirits exports, and the number of distillers has grown from 35 two decades ago to 2,600 in 2023.
SirDavis will be available in the U.S. and at selected stores in London, Paris, and Tokyo from September, costing approximately $89.
The luxury whiskey, named SirDavis, is a testament to Beyoncé's passion for her great-grandfather's heritage and showcases a unique style with its sherry cask maturation and distinctive flavor profile.
Beyoncé's involvement in the design process extends beyond the whiskey's recipe, as evidenced by the luxurious bronze horse logo adorning each bottle, a reflection of her Texas roots and personal style.
