Beyoncé Unveils Luxury Whiskey Inspired by Her Prohibition-Era Great-Grandfather

In a nod to her family’s storied past, Beyoncé has launched a new venture in the world of luxury spirits. The 32-time Grammy Award winner recently introduced SirDavis, a premium whiskey that pays homage to her great-grandfather, Davis Hogue, a moonshiner during the Prohibition era.

The whiskey, a collaboration between Beyoncé and Moët Hennessy—LVMH’s beverages arm—marks a distinctive entry into the American whiskey market. This partnership aligns with LVMH’s extensive portfolio, which includes renowned labels like Veuve Clicquot and Dom Pérignon.

Named after her paternal great-grandfather, SirDavis reflects a unique blend of tradition and innovation. Hogue, who was known for concealing liquor bottles in cedar trees for his friends and family during Prohibition, is honored through this new brand. Beyoncé’s connection to her great-grandfather’s legacy has inspired her to merge her passion for whiskey with a personal touch. “When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated,” Beyoncé said. “SirDavis is a way for me to pay homage to him, uniting us through a new shared legacy.”

The whiskey’s formulation has been crafted by Bill Lumsden, the master distiller behind LVMH-owned Glenmorangie and Ardbeg whiskies. SirDavis features a mash of 51% rye and 49% malted barley, with its maturation completed in sherry casks. This process imparts a flavor profile characterized by dark red fruits, clove, and cinnamon, complemented by an elegant mouthfeel reminiscent of Japanese and Scotch whiskies.

Beyoncé was actively involved in the design of SirDavis’ bottle, which includes a bronze horse logo—a tribute to her Texas roots. The attention to detail in both the whiskey’s flavor and packaging underscores Beyoncé’s commitment to creating a product that embodies her heritage and personal interests.

The release of SirDavis aligns with Beyoncé’s recent “cowboycore” aesthetic, showcased in her latest album, “Cowboy Carter,” and its predecessor, “Renaissance.” Both albums feature themes and imagery related to whiskey and cowboy culture, reinforcing the connection between her artistic persona and her new business endeavor.

SirDavis is part of Beyoncé’s broader business expansion, which in recent months has seen the introduction of a new fragrance, Cé Noir, and a haircare line, Cécred. The singer also manages Parkwood Entertainment, a production company that includes the athleisure brand Ivy Park among its ventures.

Beyoncé joins a growing list of celebrities who have entered the luxury drinks market, following in the footsteps of figures like Drake, Dwayne Johnson, and George Clooney, as well as her husband Jay-Z, who sold a 50% stake in his champagne brand, Armand de Brignac, to LVMH in 2021.

Moët Hennessy’s latest venture into the whiskey market comes at a time when American whiskey is experiencing significant growth. The whiskey market in the US, valued at $5.1 billion, now represents 62% of all American spirits exports. Over the past two decades, the number of whiskey distillers has surged from 35 to 2,600, reflecting the increasing popularity and demand for high-quality whiskey.

SirDavis will be available in the US starting in September, with select stores in London, Paris, and Tokyo also carrying the brand. The whiskey is expected to retail for $89, making it accessible to both whiskey aficionados and fans of Beyoncé’s diverse business ventures.