Beyoncé Announces Launch Of New Whisky With Moët Hennessy

Beyoncé has turned her love of whisky into a full-fledged, new business venture. The RENAISSANCE singer has announced her partnership with Moët Hennessy for the launch of SirDavis American Whisky.

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Named after her great-grandfather, Davis Hogue, who was a farmer and moonshiner during the Prohibition era in the South, she felt as though her “love for whisky was fated.”

“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,” said Bey in a statement. “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 . 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. You can taste it better than I could ever tell you — welcome, SirDavis.”

On the whisky brand’s official website , the Houston native shared a photo of Hogue and penned an open letter to him.

“I feel you in the heat of the landscapes. Your laughter rolling in the rye. What songs did you sing? What gaps did you fill? Great-grandfather, did you dream of me?” Bey questioned. “Your legacy is a force that drives me. Together, let us pour it, toast to this feat, and usher your craft into the future. For you, I raise my glass to legacy. We ride the movement . We savor the moment.”

Per the site , it smells like “Tangy Seville oranges mingle with soft sun-kissed raisins, while the sizzling spices of clove, cinnamon, and ginger play with luxurious notes of Demerara sugar and toffee.”

It tastes like “rich, buttery toffee are followed by an array of spices with cinnamon, clove, and classic rye spice up front followed by soft malty and biscuity notes intertwined with a vibrant citrus top note [as] hints of honey are encountered with a soft, lingering finish reminiscent of plump sultanas and ripe cherries.”

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Prior to its launch, Bey submitted SirDavis to several prestigious whisky competitions under the pseudonym, Davis Hogue Distilling Company, and it was awarded Best of Class at the 2023 SIP Awards, won a gold medal at the 2023 New York International Spirits Competition and was named Highly Recommended at the 2023 Ultimate Spirits Challenge.

“SirDavis is not only a revelatory and exceptional American Whisky, 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,” said Bernard Arnault, Chairman and Chief Executive Officer of LVMH, in a statement.

Master Distiller Dr. Bill Lumsden helped craft SirDavis which is composed of 51 percent rye and 49 percent malted barley, the latter serving as “the backbone of the liquid.”

“With SirDavis, we looked to challenge the category norms and offer something new in the space,”
Lumsden explained. “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.”

It retails for roughly $90 and is currently available for pre-order, ahead of its retail launch this September.

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