Moët Hennessy, a key subsidiary of the global luxury powerhouse LVMH, has unveiled a new chapter in American whisky with the introduction of SirDavis, in partnership with Beyoncé Knowles-Carter. This collaboration between the iconic artist and the luxury spirits leader has been years in the making, combining the bold vision and creative spirit of Knowles-Carter with Moët Hennessy’s dedication to craftsmanship and innovation.
Knowles-Carter, a well-known Japanese whisky aficionado, approached Moët Hennessy with a unique idea: to create a whisky brand that reflects her heritage and passion for the craft. For Moët Hennessy, the timing was ideal, as they had been exploring opportunities to expand their presence in the American whisky market. The resulting collaboration has produced a spirit that not only honours tradition but also brings something fresh and unexpected to the category.
“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.”
Beyoncé Knowles-Carter
At the heart of this project is a tribute to Knowles-Carter’s paternal great-grandfather, Davis Hogue, after whom the whisky is named. Hogue was a farmer and moonshiner in the American South during the Prohibition era, concealing his whisky in cedar tree knots for safekeeping. Four generations later, SirDavis brings this legacy full circle, showcasing Knowles-Carter’s connection to the spirit while making her mark on the industry. The bottles, once hidden away, now stand proudly on shelves around the world, embodying both heritage and progress.
Crafted under the expertise of Dr. Bill Lumsden, one of the most renowned master distillers in the industry, SirDavis is more than just a whisky – it is a statement of innovation. Lumsden, known for his work with acclaimed Scotch brands Glenmorangie and Ardbeg, brought his refined whisky-making techniques to SirDavis, blending traditional methods with modern flair. The mash bill, composed of 51% rye and 49% malted barley, distinguishes the whisky, offering a balance between the boldness of American rye and the smooth elegance found in Japanese and Scotch styles.
“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”
Bernard Arnault, Chairman and Chief Executive Officer of LVMH.
This innovative approach is further accentuated by a secondary maturation in sherry casks, giving SirDavis a complex yet approachable profile. The result is a spirit that appeals to both seasoned whisky connoisseurs and newcomers, with notes of dark red fruits, clove, and cinnamon enhancing its silky, sophisticated finish.
Beyoncé Knowles-Carter sees SirDavis as an extension of her creative identity. “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,” she remarked.
The whisky has already earned widespread acclaim, winning Best in Class for American Whiskey at the 2023 SIP Awards, a gold medal with 95 points at the New York International Spirits Competition, and a 93-point rating at the Ultimate Spirits Challenge. These accolades reflect the meticulous craftsmanship and the bold vision behind SirDavis.
Beyond the liquid, SirDavis also stands out for its striking presentation. The bottle, designed under Knowles-Carter’s artistic direction, features a tall, ribbed design that captures light, giving it a distinctive and luxurious appearance. A black medallion adorned with a bronzed horse symbolises both strength and Knowles-Carter’s Texan roots, a nod to the whisky’s Southern heritage.
Moët Hennessy’s decision to develop SirDavis entirely within the United States marks a significant milestone for the company. Unlike other brands that have been acquired or rebranded, SirDavis is the first of Moët Hennessy’s spirits to be created from inception under their direct guidance. Headquartered in Houston, Texas, the brand underscores both its American origins and its global ambitions.
As SirDavis becomes available for pre-order in September 2024, it promises to captivate a new generation of whisky enthusiasts. With a retail price of $89, it will be available across the U.S., in select international locations, and through key airports in Los Angeles, New York, and San Francisco. Discerning consumers in London, Paris, and Tokyo will also be able to experience this whisky that merges heritage with modernity.
SirDavis represents more than just a new entrant in the world of whisky; it is a reflection of shared values between Moët Hennessy and Beyoncé Knowles-Carter, a brand that pays tribute to history while embracing the future. As Knowles-Carter continues to break boundaries in the world of luxury, SirDavis stands as a testament to her passion for craftsmanship and innovation in a category she is set to redefine.
