Beyoncé launches new whisky

LOS ANGELES ( KTLA ) – On the first song of Beyoncé’s album “Cowboy Carter,” she proudly declared she’s the “grandbaby of a moonshine man.” Now she’s continuing that legacy in a new business venture.

On Tuesday, Queen Bey announced she’s launching SirDavis whisky in partnership with Moët Hennessy, a subsidiary of LVMH.

“In partnering with Moët Hennessy, we have crafted a delicious American whisky that respects tradition but also empowers people to experience something new and unique in the category,” Beyoncé said in a press release . “You can taste it better than I could ever tell you — welcome, SirDavis.”

The name honors Beyoncé’s paternal great-grandfather Davis Hogue, who was a farmer and a moonshiner during Prohibition in the American South, according to the press release . During that time, he hid whisky bottles in the empty knots of cedar trees for friends and family.

With this in her family history, the 32-time Grammy winner, who enjoys Japanese whisky herself, felt launching a whisky brand was “predestined.”

“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,” she explained in the release. “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.”

The whisky is described as gaining inspiration from Japanese and Scottish styles and contains layers of dark red fruits and spices such as clove and cinnamon. It’s finished, blended and bottled in Beyoncé’s home state of Texas.

It has already racked up some awards.

In 2023, it was anonymously submitted to some prestigious spirits competitions before its release.

“SirDavis won Best In Class for American Whiskey from the 2023 SIP Awards, outperforming over 100 other entries in the category,” according to the release. “Awarded to only one brand per category, this award is reserved for premium spirits receiving scores in the pinnacle of their respective categories and is SIP’s highest acclaim from consumer judges.”

It’s packaged in a ribbed glass bottle, which features a black medallion with a bronzed horse.

Eagle-eyed Beyhive members noted that the singer says “Davis in my bones,” in her song “Bodyguard” on her latest album. The line also served as the caption to her post on Instagram .

SirDavis is set to be released on Sept. 4 , which is Beyoncé’s birthday. The whisky’s suggested retail price is $89.

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