LVMH-owned wine and spirits brand Moet Hennessy has partnered with Beyonce Knowles-Carter to launch SirDavis, a new whiskey named in honour of the singer’s paternal great-grandfather.
Knowles-Carter sought after the company to craft the whiskey after discovering that her great-grandfather was a “moonshine man”, stashing bottles of high-proof homemade liquor in cedar trees for friends and family to enjoy.
“When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated,” shared Knowles-Carter. “SirDavis is a way for me to pay homage to him, uniting us through a new shared legacy.”
To craft the whiskey, the liquor company tapped multi-awarded master distiller Dr Bill Lumsden, known for his work on Scotch whiskey brands such as Glenmorangie and Ardbeg.
Lumsden chose the brand’s bespoke mash bill – composed of 51 per cent rye and 49 per cent malted barley – to serve as the backbone of the liquid. He 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 flavours 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 unique to SirDavis, one of bold sophistication.”
Knowles-Carter also lent artistic direction to the brand’s bottle design. The SirDavis bottle features ribbed glass that catches the light and highlights the liquid. It also features a black medallion with a regal bronzed horse, emblematic of strength and respect and symbolising the artist’s Texas roots.
In another nod to Knowles-Carter’s Southern heritage, the whisky is finished, blended and bottled in her home state of Texas.
SirDavis has an RRP of $89 and will be available for pre-order online, in US retail stores, and at US airports (LAX, JFK, SFO) beginning next month.
* In 2021, Moet Hennessy bought acquired a 50 per cent stake in Beyonce’s husband, Jay Z’s champagne brand Armand de Brignac.
