This venture goes beyond a typical product launch—it symbolizes the power of cultural stewardship and luxury craftsmanship coming together. SirDavis Whisky is poised to make waves not just in the beverage industry but across lifestyle, music, and art, solidifying Beyoncé’s role as a multifaceted entrepreneur and cultural visionary.
This exceptional collaboration was years in development, sparked by Knowles-Carter’s passion for Japanese whisky and her vision of creating a distinctive flavor profile that embodies her ideal whisky experience. At the same time, Moët Hennessy was seeking to expand its footprint in the American whisky market, making their partnership a perfect synergy between Knowles-Carter's artistry and the expertise of the world-leading luxury spirits group.
The grand launch of SirDavis American Whisky took place on Monday, September 23, 2023 at the legendary Hôtel Plaza Athénée in lit up Paris, seamlessly merging luxury, culture, and star-studded allure. Spearheaded by Beyoncé Knowles-Carter in collaboration with Moët Hennessy, the event transcended beyond the typical brand unveiling into a dazzling kickoff to Paris Fashion Week, blending the worlds of fashion, fine dining, and spirits. A dazzling guest list featured luminaries such as Jay-Z, Kelly Rowland, Lori Harvey, Coco Rocha, Alton Mason, and members of the esteemed Arnault family. Naturally, Queen Bey commanded the spotlight, radiating elegance alongside her A-list entourage, each contributing their signature fashion statements to this unforgettable evening. Guests revealed the refined flavors of SirDavis, savoring the whisky neat and in cocktails, including the signature Honey Bee—a carefully crafted drink that showcased the spirit’s complexity and warmth. Complementing the beverages were exquisite lite bites, specially designed by Michelin-starred Chef Jean Imbert, whose culinary artistry elevated the evening. The pairing of world-class whisky and gourmet creations made for an unforgettable celebration that highlighted SirDavis as a new benchmark in the American whisky landscape. The evening captured the essence of SirDavis: a bold yet elegant venture into whisky crafted through a collaboration between Knowles-Carter's visionary influence and Moët Hennessy’s legacy of excellence. This Parisian debut heralded not just a product launch but a cultural moment, positioning SirDavis as a trailblazer in modern whisky.
SirDavis Whisky Launches with an Exclusive Celebration at Hôtel Plaza Athénée during Paris Fashion Week
Alton Mason, Beyoncé, and Lori Harvey attend the SirDavis American Whisky Launch Party at Hôtel Plaza Athénée on September 23, 2024 in Paris, France. Photo by Kevin Mazur/WireImage for Parkwood Image courtesy of Parkwood Entertainment
"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," says SirDavis Founder Beyoncé Knowles-Carter. "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."
SirDavis is named in honor of Davis Hogue, Knowles-Carter's paternal great-grandfather, who was a farmer and a moonshiner in the American South during Prohibition. He stashed whisky bottles in the empty knots of cedar trees for friends and kin to find and enjoy. For Knowles-Carter, it was this discovery that made the idea of creating a whisky brand feel predestined. Four generations later, the legacy comes to life - rather than hidden in the trees, bottles of SirDavis proudly grace the top shelves of fine purveyors of spirits around the world.
"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.
A general view of the bar area ahead of the SirDavis American Whisky Launch Party at Hôtel Plaza Athénée on September 23, 2024 in Paris, France. (Photo by Kevin Mazur/WireImage for Parkwood / Getty Images)
Moët Hennessy tapped Dr. Bill Lumsden, one of the world's most awarded and highly regarded Master Distillers for his work on Scotch whisky brands Glenmorangie and Ardbeg, to lead on whisky creation.
Lumsden selected the brand's bespoke mash bill — one of the rarest new offerings in the world of American whisky composed of 51% rye and 49% malted barley — to serve as the backbone of the liquid. Lumsden then combined traditional whisky-making techniques to impart an elegant mouthfeel and texture reminiscent of Japanese and Scotch whiskies, while retaining the robust and deep flavors typical of classic American rye.
"With SirDavis, we looked to challenge the category norms and offer something new in the space," said 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."
SirDavis is available for purchase online nationally as well as at retail in California, Colorado, Florida, Georgia, Illinois, Louisiana, Maryland, New York, Tennessee, Texas, and Washington D.C. Additional markets are slated for distribution over the coming months. Additionally, the whisky is available at select retail locations in London, Paris, and Tokyo.
Whisky enthusiasts and global travelers can also find SirDavis at DFS stores within select U.S. airports - John F. Kennedy International Airport, Los Angeles International Airport, and San Francisco International Airport. At DFS Los Angeles International Airport and DFS John F. Kennedy International Airport, New York, travelers can also enjoy specialty SirDavis tastings.
Designed to stand out from other premium spirits on shelves and bar carts, the SirDavis bottle is striking and clean, an unmistakable beacon of luxury. The vessel's finely ribbed glass evokes the Art Deco style of Davis Hogue's era, while its tall, sleek design and minimal branding set a new standard for modern luxury packaging. Crafted to be cherished, every detail—from the feel in-hand to the way the glass catches the light—was thoughtfully considered. SirDavis's distinctive grain selection — 51% rye and a noteworthy 49% malted barley — and unusual secondary maturation in sherry casks impart an elegant mouthfeel and texture reminiscent of Japanese and Scotch whiskies, while retaining the robust and deep flavors typical of classic American rye. Offering an entirely new interpretation of the spirit, SirDavis is equally enjoyable neat — the recommended serving method — or as the foundation for expertly crafted cocktails.
Photo: Atiba Jefferson | Image courtesy of Moët Hennessy
Honey Bee Cocktail
Photo: Leslie Kirchhoff | Image courtesy of Moët Hennessy
Ingredients
- 2 oz SirDavis American Whisky
- 0.75 oz Lemon Juice
- 0.5 oz Honey Syrup*
- Garnish: Honeycomb
*To make honey syrup, add 2 parts honey and 1 part water into a small saucepan over medium heat. Stir until the honey is dissolved. Allow to cool and transfer to an airtight container.
Instructions
Add liquid ingredients to a shaker tin with ice going in last. Shake for dilution and pour into a coupe glass. Garnish with honeycomb.
Consumers are invited to order a glass of SirDavis at select bars and restaurants, buy a bottle at SirDavis.com, or purchase a bottle from leading retailers, including Total Wine & More, Spec's Wines, Spirits & Finer Foods, Gopuff, BevMo!, ABC Fine Wine & Spirits, Binny's Beverage Depot, and more.
Photo: Julian Dakdouk | Image courtesy of Moët Henn
A first-of-its-kind joint venture, SirDavis reflects a shared vision between Moët Hennessy and Beyoncé Knowles-Carter around the future of American whisky. With a distinctive taste profile that delights both seasoned whisky connoisseurs and new enthusiasts, SirDavis is on a mission to redefine the category and invite new consumers to feel welcome to participate in the world of luxury whisky.
Crafted with Moet Hennessy's own five-time International Whisky Competition Master Distiller of the Year, Dr. Bill Lumsden, SirDavis offers a one-of-a-kind taste profile that redefines the taste of American whisky with inspiration from Japanese and Scottish styles. In an evolution from category norms, the SirDavis mash bill includes 51% rye and a noteworthy 49% barley.
The spirit's secondary maturation in sherry casks resulted in its silky, sophisticated profile with layers of dark red fruits and spices like clove and cinnamon. This duality of rounding out rye's characteristically spicy notes with structured flavors of juicy red fruit offers an entirely new interpretation of this spirit, suitable for connoisseurs and newcomers alike.
The award-winning liquid received Platinum and was named Best In Class by the 2023 SIP Awards, 95 points, and Gold from the 2023 New York International Spirits Competition, and 93 points from the 2023 Ultimate Spirits Challenge. SirDavis is finished, blended and bottled in Knowles-Carter's home state of Texas.
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ABOUT Moët Hennessy
Moët Hennessy is the wine and spirits division of LVMH, which also owns renowned wine estates through "LVMH Vins d'Exceptions." Moët Hennessy is a group of twenty-seven Maisons, internationally recognized for the richness of their terroirs, the quality of their products and the craftsmanship with which they are created. For many years, Moët Hennessy has been committed to its environmental and social program, Living Soils Living Together.
Ao Yun, Ardbeg, Armand de Brignac, Belvedere, Bodega Numanthia, Chandon, Château d'Esclans, Château Galoupet, Cheval des Andes, Clos19, Cloudy Bay, Cravan, Dom Pérignon, Eminente, Glenmorangie, Hennessy, Joseph Phelps Vineyards, Krug, Mercier, Minuty, Moët & Chandon, Newton, Ruinart, Terrazas de los Andes, Veuve Clicquot, Volcán de mi Tierra, Woodinville.
