Beyoncé and Moët Hennessy Launch SirDavis Whisky
Beyoncé Knowles-Carter has joined forces with Moët Hennessy, a subsidiary of LVMH, to create SirDavis American Whisky.
SirDavis is named in honor of Davis Hogue, Beyoncé Knowles-Carter’s paternal great-grandfather, who was a farmer and a moonshiner in the American South during Prohibition.
Beyoncé, a Japanese whisky enthusiast, sought out Moët Hennessy to help craft a flavor profile that reflected her whisky ideal. Moët Hennessy tapped Dr. Bill Lumsden, Master Distiller for Scotch whisky brands Glenmorangie and Ardbeg, to lead on whisky creation. Lumsden selected the brand’s bespoke mash bill of American whisky – composed of 51% rye and 49% malted barley — to serve as the backbone of the spirit, before finishing it in Pedro Ximénez sherry casks 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.”
SirDavis is bottled at 44% ABV (88 proof) and described as having aromas of “tangy Seville oranges, soft sun-kissed raisins, spices of clove, cinnamon, and ginger, and Demerara sugar and toffee.” The palate exhibits flavors of “rich & buttery toffee followed by an array of spices with cinnamon, clove, and classic rye spice up front, followed by soft, malty and biscuity notes intertwined with a vibrant citrus top note.” It concludes with “hints of honey with a soft, lingering finish reminiscent of plump sultanas and ripe cherries.”
Beyoncé also lent her artistic direction to the brand’s bottle design. SirDavis is presented in a tall bottle with ribbed glass that catches light and highlights the liquid inside. It also features a black medallion with a regal bronzed horse, emblematic of strength and respect and symbolizing Beyoncé’s Texas roots.
In another nod to Beyoncé’s Southern heritage, the whisky is finished, blended, and bottled in her home state of Texas. SirDavis is headquartered out of Houston, Texas.
SirDavis carries a suggested retail price of $89 and is available for pre-order via SirDavis.com. It will also be available at retailers across the U.S. as well as in select airports (LAX/JFK/SFO) and stores in London, Paris, and Tokyo beginning in September 2024.
Source: prnewswire.com.