
Beyoncé has now entered the luxury liquor business with the launch of a new whiskey line— SirDavis, in collaboration with LVMH’s Moët Hennessy.
The wine and spirits division of LVMH is looking to enter the American whiskey market. The singer now joins George Clooney, Mark Wahlberg, and other famous people who use their status to promote premium liquor brands.
The superstar made this official launch in the liquor industry on Tuesday, August 20, in a press release.
In a promotional Instagram post with the caption “DAVIS IN MY BONES” and a link to the liquor’s website, Beyoncé announced the news while holding up a glass of the whiskey dubbed SirDavis.
SirDavis also honors Beyoncé’s heritage as LVMH’s wine and spirits division expands in the American whiskey market.
According to the press release, SirDavis is named after Davis Hogue, Beyoncé’s great-grandfather who hid whiskey bottles as a farmer during Prohibition in the South.
“When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated. SirDavis is a way for me to pay homage to him, uniting us through a new shared legacy”, Beyoncé said.
The headquarters of the whiskey brand are located in Houston, Beyoncé’s hometown. According to the press release, SirDavis is the first spirit brand developed entirely in the United States by Mot Hennessy. It is crafted and bottled in Texas.
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SirDavis is aged in sherry casks and contains 51% rye and 49% malted barley. According to the distiller, this results in a profile of “bold sophistication.”
Beyoncé’s most recent albums are also referenced in the tall bottle, which features a bronzed horse.
SirDavis will be available in September for $89 per bottle.