Moët Hennessy and Beyoncé Launch Groundbreaking New Whisky

Wednesday, 27 November 2024 21:22

Moët Hennessy and Beyoncé Launch Groundbreaking New Whisky - SirDavis ^Featured

Written by SULÉY ERA

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Images courtesy of Moët Hennessy | Parkwood Entertainment Photo: Mason Poole and Julian Dakdouk

Beyoncé Knowles-Carter, a global icon and cultural force, has embarked on a new venture that redefines the spirit of collaboration: SirDavis Whisky, in partnership with Moët Hennessy, a subsidiary of luxury conglomerate LVMH. This first-of-its-kind joint venture brings together two trailblazers in their respective fields, fusing Beyoncé’s artistic vision and influence with Moët Hennessy’s storied craftsmanship and innovation in the world of fine spirits.

SirDavis represents a bold reimagining of American whisky, blending tradition with contemporary flair. The collaboration signals not only a commitment to exceptional quality but also a shared dedication to shaping the future of the whisky industry through creativity and cultural resonance. By uniting their expertise, Beyoncé and Moët Hennessy have set the stage for a groundbreaking whisky experience that resonates with a new generation of discerning connoisseurs and loyal fans alike.

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.

"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.

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.