Beyoncé, the 32-time Grammy-winning artist, has stepped into the luxury drinks market with her latest venture: SirDavis, a premium American whiskey inspired by her Prohibition-era moonshiner great-grandfather, Davis Hogue.

This collaboration with Moët Hennessy, the drinks division of LVMH, combines Beyoncé’s personal history with the expertise of a luxury spirits giant known for brands like Veuve Clicquot and Dom Pérignon. SirDavis promises an “unexpected take” on American whiskey, blending tradition with innovation.

A Whiskey Rooted in Family Legacy

Named after her paternal great-grandfather, SirDavis is a homage to Davis Hogue, a farmer and moonshiner who cleverly hid bottles of his liquor in cedar tree knots for friends and family during Prohibition. “When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whiskey was fated,” Beyoncé shared in a statement. “SirDavis is a way for me to pay homage to him, uniting us through a new shared legacy.”

The whiskey’s website features a touching handwritten letter from Beyoncé to Hogue, highlighting his influence on her journey.

Craftsmanship Meets Innovation

The recipe for SirDavis was crafted by Bill Lumsden, the renowned distiller behind Glenmorangie and Ardbeg, two of LVMH’s acclaimed Scottish single-malt whiskies. With a mash bill of 51% rye and 49% malted barley, the whiskey undergoes final maturation in a sherry cask.

The resulting flavor is described as rich and sophisticated, featuring notes of dark red fruits, clove, and cinnamon. Its “elegant mouthfeel” is said to rival Japanese and Scotch whiskies.

A Texas Connection

The design of the bottle, featuring a bronze horse logo, pays tribute to Beyoncé’s Texas roots. This design element aligns with her recent “cowboycore” aesthetic, reflected in her latest album, Cowboy Carter, and its predecessor, Renaissance. Both albums feature imagery of Beyoncé on horseback, with lyrical nods to whiskey throughout.

Expanding an Empire

SirDavis is just the latest addition to Beyoncé’s growing portfolio of ventures. In the past year, she has launched the fragrance Cé Noir and the haircare line Cécred, while also running her production company, Parkwood Entertainment, which oversees her athleisure brand, Ivy Park.

This move also aligns Beyoncé with other celebrities in the luxury drinks market, including Drake, George Clooney, and her husband, Jay-Z, who sold a 50% stake in his champagne brand, Armand de Brignac, to LVMH in 2021.

Whiskey’s Growing Popularity

Moët Hennessy’s partnership with Beyoncé taps into the booming $5.1-billion US whiskey market, which now accounts for 62% of American spirits exports. With the number of distillers in the US surging from 35 to over 2,600 in the past two decades, SirDavis aims to carve out a unique space in this competitive market.

Availability

SirDavis will hit shelves across the United States and select locations in London, Paris, and Tokyo starting this September, with a retail price of $89.

Beyoncé’s journey into the whiskey business adds a personal and innovative touch to her ever-expanding legacy, uniting her love for her heritage with a contemporary flair.