Beyoncé Unveils American Whiskey Line with Moët Hennessy Partnership

Beyoncé has unveiled a new American whiskey line in collaboration with Moët Hennessy.

After the success of her chart-topping country album and the introduction of a haircare line, Beyoncé is exploring another business venture. She has teamed up with Moët Hennessy, a subsidiary of LVMH, to introduce an American whiskey brand named SirDavis. This partnership comes on the heels of Moët Hennessy’s acquisition of a 50 percent stake in Armand de Brignac, a Champagne brand owned by her husband, Jay-Z.

The 42-year-old superstar’s whiskey is a blend composed of 51 percent rye and 49 percent malted barley. Crafted by a team led by master distiller Bill Lumsden, known for his works at Scotland’s Glenmorangie and Ardbeg, the whiskey showcases a blend of Southern tradition and innovative craftsmanship.

Rooted in her Southern heritage, SirDavis will be finished, blended, and bottled in Texas. The glass bottles will feature horse medallions as a tribute to the Wild West history of Texas. Priced at $89 per bottle, SirDavis gets its name from Beyoncé’s paternal great-grandfather, Davis Hogue, who was known for making moonshine during the Prohibition era.

In a press release, Beyoncé shared that her great-grandfather inspired the whiskey line. She learned about how he would stash whiskey bottles in the empty knots of cedar trees for family and friends to find, turning it into a delightful scavenger hunt. This legacy made her feel that launching a whiskey line was “predestined.”

Beyoncé previously referenced Davis Hogue in the lyrics of “Bodyguard” from her latest studio album Cowboy Carter, where she wrote: “Wheels in the gravel, Davis in my bones.”

In addition to Cowboy Carter, Beyoncé recently introduced a collection of haircare products under the brand name Cécred. The line includes a range of products from oils and shampoos to advanced tools, combining the science of haircare with traditional practices.

In an interview, Beyoncé explained that the name Cécred was a nod to both the latter part of her own name and the word “sacred.” The line was also a nostalgic tribute inspired by her time in the salon with her mother, Tina Knowles-Lawson. She shared that the relationship people have with their hair is deeply personal, highlighting moments like her childhood spent in her mother’s salon and her father treating her psoriasis with oil.

Celebrity-endorsed haircare lines are not a novelty, yet it’s the celebrity alcohol brands that have garnered substantial attention. Noteworthy success stories include George Clooney’s Casamigos tequila and Ryan Reynolds’ Aviation gin, both of which were bought by beverage giant Diageo Plc for a reported sum of $1.6 billion.

Beyoncé’s SirDavis whiskey is set to launch in September across several major markets, including the US, London, Paris, and Tokyo.

Source: PA Archive