“My great-grandfather was a moonshiner, and when I found that out, it felt like my love for whisky was destiny.”

Queen Bey has expanded her empire into the spirits industry with the introduction of a new whiskey brand.

On Tuesday, Beyoncé Knowles-Carter revealed her partnership with Moët Hennessy, a branch of French luxury giant LVMH, to debut an American whiskey brand called SirDavis Whisky.

HEADQUARTERS IN HOUSTON

Headquartered in Beyoncé’s hometown of Houston, Texas, SirDavis marks the 32-time Grammy winner’s first venture into the world of spirits. The whiskey is named in honor of her paternal great-grandfather, Davis Hogue, who was known for his moonshining during Prohibition. Legend has it that he stashed bottles in the hollowed-out knots of cedar trees for his family to find.

SirDavis is named in honor of Davis Hogue, Beyoncé’s paternal great-grandfather, who was a farmer and a moonshiner in the American South during Prohibition. He stashed whisky bottles in the empty knots of cedar trees for friends and kin to find and enjoy. pic.twitter.com/IyZRZM3amc

— COWBOY CARTER Updates 𐚁 ⭑ (@B7Album) August 20, 2024

“I’ve always been drawn to the sense of power and confidence I feel when enjoying a good whisky, and I wanted others to share in that experience,” Beyoncé explained. “Learning that my great-grandfather was a moonshine man made me realize that my connection to whisky was destined. SirDavis is my tribute to him, a way to unite us in a shared legacy. By partnering with Moët Hennessy, we’ve created a rich American whiskey that honors tradition while inviting people to explore something new and unique.”

II HANDS II HEAVEN MY WHISKEY HIGHHHHH!!!!! pic.twitter.com/zwd4BTLm0p

— 𐚁🥚 (@franaissance4) August 20, 2024

RETAIL PRICE $89

Set to retail for $89, SirDavis will be available this September at select retailers in the U.S., Tokyo, Paris, and London, with pre-sales beginning today on SirDavis.com.

Beyoncé’s foray into whisky began shortly before the pandemic when she, a fan of Japanese whisky, approached LVMH with her idea. Her husband, Jay-Z, had already established a relationship with LVMH after selling 50% of his Champagne brand, Armand de Brignac, to the company. Moët Hennessy enlisted Dr. Bill Lumsden, celebrated for his innovative work with Glenmorangie and Ardbeg, to help bring Beyoncé’s vision to life. From the outset, her involvement was hands-on.

Cameron George, Ardbeg’s former global ambassador and now head of advocacy and blending for SirDavis, praised Beyoncé’s dedication. “As a founder and partner, her involvement is unmatched. This brand reflects her drive to innovate and redefine not only herself but also the whisky industry. SirDavis is groundbreaking; it’s the first American spirits brand that Moët Hennessy has developed from scratch rather than acquiring. It reflects her willingness to constantly evolve.”

88 PROOF WHISKEY

At 88 proof, SirDavis features a unique mash bill: 51% rye and 49% malted barley, classifying it as an American rye but with a nod to Scotch and Japanese whiskies through its heavy use of barley. This diverges from the traditional American whiskey reliance on corn.

The whiskey is crafted in Texas, where it undergoes a dual aging process. Initially aged in American oak barrels, it’s finished in Pedro Ximénez sherry casks, resulting in a silky texture with a subtle rye kick that develops on the back of the palate. The barrel finish enhances the whisky’s richness, extending its lingering flavor.

Dr. Lumsden noted the unconventional grain selection, saying, “We could have blended in Scotch or Japanese whisky, but we knew this had to be American. The rye grounds it in American tradition, while the malted barley adds a rich, biscuity flavor reminiscent of Scottish whiskies. We then experimented with different finishes, and Beyoncé gravitated toward the softness achieved with the Pedro Ximénez casks.”

BEYONCE’S CREATION

Despite his involvement, Dr. Lumsden insists that the whisky is entirely Beyoncé’s creation. “We worked alongside her throughout the process. Cameron and I spent hours with her, tasting different styles — from Japanese to Scotch and American whiskies — until we understood what she wanted.”

Beyoncé also played a significant role in designing the packaging. The whiskey is presented in a tall, ribbed bottle resembling a vintage perfume, topped with a bronze horse and a black medallion as a nod to Beyoncé’s Texas heritage. SirDavis will also include a visitor’s center in Houston for fans to explore.

Before its official release, SirDavis has already won four prestigious awards. Entered anonymously in several competitions, the whiskey earned top honors, including Platinum and Best in Class at the 2023 SIP Awards and a 93-point rating from the Ultimate Spirits Challenge.

Dr. Lumsden summed it up: “The product had to be exceptional if it’s going to be associated with Beyoncé.”