Beyoncé Raises Glass to Legacy, Great-Grandfather with New Whisky Line

It’s no secret that family is a top priority for Beyoncé Knowles-Carter . So, it comes as no surprise that the superstar’s latest business venture incorporates and honors her family tree. On Tuesday, Knowles-Carter posted a series of photographs to Instagram announcing her new whisky, SirDavis. The post, featuring the singer in a white, lace dress and head covering, included the caption, “Davis in my bones,” and directed fans to the website where the whisky is being sold.

Here’s everything we know so far about SirDavis.

Ok, What’s Up with the Missing “E”?

No, that’s not a typo. Knowles-Carter and the SirDavis team intentionally left the “e” out of the word whisky. According to the brand, there has been a lot of inspiration drawn from global styles like those in Japan and Scotland which both omit the “e” in whisky.

“Our mission is to invite the next generation of luxury whisky drinkers into the category, transcending traditional American whisky norms to embrace global tastes, and inspire consumers to reimagine whisky,” the site explained.

Whisky is Beyoncé’s Spirit of Choice

On the site sirdavis.com it is revealed that for years, whisky has been Knowles-Carter’s favorite drink. Apparently, she loves the sophisticated taste, but also how strong and confident it makes her feel.

SirDavis Pays Homage to Family

To create SirDavis, Knowles-Carter partnered with Moët Hennesey and master distiller, Bill Lumsden. In the process of developing the whisky, the singer discovered that her great-grandfather was also in the spirits business.

“She came to uncover that her paternal great-grandfather, Davis Hogue, had been a successful moonshiner in the American South during Prohibition and would stash his bottles in the empty knots of cedar trees on his farm for friends and kin to find and enjoy,” the website reads. “She quickly understood why her own love for whisky ran so deep. Her affinity for whisky was fated and SirDavis was born.”

While it’s easy to assume that the name of the brand is also a nod to Knowles-Carter’s son, Sir, the site disproves that.

“SirDavis is named in honor of Davis Hogue,” the site reads. “During Davis Hogue’s era in the American South, “Sir” was a term of respect reserved only for white men. Sir was added before his first name to give him his deserved respect and honor his legacy.”

Knowles-Carter also penned a letter to Hogue. In it, she questions, “great-grandfather, did you dream of me?”

Beyoncé’s Commitment to Texas Continues

It seems like the Texas born star always finds a way back to her home state and the culture in which she was reared. On the heels of the release of “Cowboy Carter,” the debut of SirDavis is another love letter from Knowles-Carter to the south. The brand is headquartered in the singer’s hometown, Houston.

How Much Does SirDavis Cost?

A 750 ml bottle of SirDavis Whisky costs $89.99 before shipping and taxes. It’s expected to ship on September 4, which is Knowles-Carter’s birthday. Coincidence? We think not!

While there are no specific details on what’s next for the brand, the website says fans can expect additional releases of SirDavis.

The post Beyoncé Raises Glass to Legacy, Great-Grandfather with New Whisky Line appeared first on 21Ninety .