Beyoncé launches whisky brand with LVMH’s Moët Hennessy – urbangeekz

Beyoncé has partnered with Moët Hennessy to launch her whisky brand, SirDavis, in honor of her paternal great-grandfather.

The 42-year-old megastar made the announcement on her Instagram account, posing alongside a glass of the drink, showing off the new bottle, and captioning the post with “Davis in my bones.” 

The new American whisky is described as a “harmony of spice with sublime hints of fruit” and retails online for $89. It’s currently only available for pre-order but will hit stores in the U.S., London, Paris, Tokyo, and select airports starting in September.  

On the product launch, Beyonce Knowles-Carter said, “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.” 

SirDavis was founded with Moët Hennessy and five-time International Whisky Competition Master Distiller of the Year Dr. Bill Lumsden. The 32-time Grammy winner sought Lumsden to craft a flavor profile reflecting her whisky ideals.

After years of research and blind tastings, they finally developed SirDavis, the perfect liquid profile that delights seasoned whisky connoisseurs and newer category enthusiasts.

“I think together we’ve risen to something that I’m hugely excited about, Dr. Bill Lumsden. And I think whisky drinkers are going to be blown away because it’s really quite different from anything I’ve tasted before.”

Related Post: Kevin Hart’s Gran Coramino Tequila Has Awarded $1M to Black and Latinx Businesses

Honoring Her Grandfather’s Legacy

The “Cowboy Carter” singer discovered that her paternal great-grandfather, Davis Hogue, had been a successful moonshiner in the American South during Prohibition. He would stash his bottles in the empty knots of cedar trees on his farm for friends and kin to find and enjoy. 

She quickly understood why her love for whisky ran so deep. Four generations after Davis Hogue made whisky on his land, his legacy has been honored. In honor of her great-grandfather, Beyonce wrote, “I feel you in the landscapes. Your laughter rolling in the rye. What songs did you sing? What gaps did you fill? Great-grandfather, did you dream of me? Your legacy is a force that drives me. For you, I raise my glass to legacy.”

Alcohol is often a lucrative business for celebrities. Beyonce’s new venture follows the same industry that made her husband, Jay-Z, a billionaire. Other musicians who’ve entered the alcohol industry include Cardi B’s Whipshots company, Ciara’s Ten to One Rum, and Kevin Hart’s Gran Coramino. These Black celebrities have launched various lines of rums, tequilas, and vodkas. 

Sean “Diddy” Combs earned nearly $1 billion from his relationship with Diageo for his Ciroc vodka and DeLeón tequila brands, according to a court filing obtained by The New York Times (Combs and Diageo parted ways last year).