Seize a glass, Beyoncé has poured up a brand new enterprise enterprise.
The music celebrity has teamed with Moët Hennessy, a subsidiary of LVMH, and grasp distiller Dr. Invoice Lumsden to launch SirDavis, a whiskey named for her great-grandfather, Davis Hogue. The household ties run deep as Beyoncé and Jay-Z even have a son named Sir, and Jay-Z has his personal champagne model, Armand de Brignac, that can be owned by LVMH.
SirDavis is a ardour undertaking “years in the making,” in accordance with a press launch distributed Tuesday that additionally confirms that it was Beyoncé, a Japanese whiskey fanatic, who sought out Moët Hennessy to “help craft a one-of-a-kind flavor profile that reflected her whiskey ideal.”
“I’ve always been drawn to the power and confidence I feel when drinking quality whiskey and wanted to invite more people to experience that feeling,” provided the “Drunk in Love” singer, who not often releases statements. “When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whiskey was fated. SirDavis is a way for me to pay homage to him, uniting us through a new shared legacy. In partnering with Moët Hennessy, we have crafted a delicious American whiskey that respects tradition but also empowers people to experience something new and unique in the category.”
A picture of Beyoncé’s new whiskey model, SirDavis.
Courtesy of SirDavis/Moët Hennessy
Per the supplies, Hogue, her paternal great-grandfather, was a farmer and a moonshiner within the American South throughout Prohibition. He’s stated to have stashed whiskey bottles within the empty knots of cedar bushes for buddies and kin to find and imbibe. It was revelations like that which have led to Beyoncé feeling just like the model was predestined. Beyoncé can be stated to have “lent her visionary artistic direction” to designing the bottle, which options ribbed glass, a black medallion and a bronzed horse as a nod to her Texas roots. Talking of, SirDavis is completed, blended and bottled in Texas, and the model is headquartered in her hometown of Houston. It retails for $89 and is offered for pre-order forward of an official launch in September.
“SirDavis is not only a revelatory and exceptional American Whiskey, which we are very proud of. It is also a testament of the unwavering dedication to craftsmanship, heritage and innovation shared by LVMH and Beyoncé Knowles-Carter,” stated LVMH chairman and CEO Bernard Arnault.
Lumsden additionally weighed in on the whiskey, which was submitted anonymously to spirits competitions previous to launch. It landed greatest in school for American Whiskey from the 2023 SIP Awards, besting greater than 100 different entries within the class. “With SirDavis, we looked to challenge the category norms and offer something new in the space,” stated Lumsden. “The distinctive grain selection and unusual secondary maturation in sherry casks helped us achieve a signature profile completely unique to SirDavis, one of bold sophistication.”
Beyoncé’s secure of companies consists of hair care line Cécred, athleisure line Ivy Park (previously with Adidas), and her improvement and manufacturing entity Parkwood Leisure, amongst others.
