Beyoncé Unveils SirDavis American Whisky, Honoring Family Legacy and Black History

Beyoncé is two hands to heaven: This time, with her newly announced SirDavis American Whisky in toe.

The global music icon, ever-expanding her product empire, is partnering with LVMH's Moët Hennessy to launch the spirit, which pays homage to her paternal great-grandfather, Davis Hogue, a Black moonshiner from the Prohibition era.

Much like her Renaissance and Cowboy Carter projects and the upcoming Cécred haircare line, Beyoncé is once again using her platform to elevate Black contributions that have often been overlooked. Beyoncé also launched her latest fragrance, Cé Noir, in November 2023. It was preceded by her IVY PARK Adidas athleisure fashion house, which rebranded in 2019 and is being retooled without Adidas.

The whiskey, featuring a horse emblem reminiscent of her Cowboy Carter era, is available for pre-order at $89.

"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,” Beyoncé said in a statement.

SirDavis is crafted with a “harmony of spice and sublime hints of fruit,” drawing influence from Japanese and Scottish styles, though the final product is processed and bottled in her home state of Texas.

For Beyoncé, the launch isn’t just about expanding her brand—it's about honoring her roots. "When I discovered my great-grandfather was a moonshine man, it felt like my love for whiskey was meant to be. SirDavis is a way for me to pay homage to him, creating a new shared legacy. With Moët Hennessy, we’ve crafted an American whiskey that blends tradition with the excitement of something new. You’ll understand it best by tasting it—welcome, SirDavis."

The timing of the release is hardly a coincidence. Both Renaissance and Cowboy Carter have been celebrated as Beyoncé’s reclamation of dance and country music, genres pioneered by Black artists. Her Cowboy Carter album even references whiskey on tracks like the country-tinged "Body Guard" and the R&B house-flavored "II Hands II Heaven." A day after the whiskey's launch, Beyoncé marked the occasion with an Instagram post featuring her holding a glass of SirDavis alongside a sleek shot of the whiskey’s bottle, bearing that horse silhouette similar to the imagery from her album covers.

Beyoncé’s foray into the spirits industry is the latest in a growing wave of celebrity-owned alcohol brands. Just recently, Megan Thee Stallion revealed that Beyoncé had encouraged her to launch her own tequila brand.

Other major names in the space include Ciara and Russell Wilson's Ten to One rum, The Rock's Teremana tequila and George Clooney's Casamigos tequila. SirDavis is available online for pre-order with a ship date of September 4—Beyonce’s birthdate.