Moët Hennessy has partnered with American singer/songwriter/entrepreneur Beyoncé Knowles-Carter to launch SirDavis, an American whiskey that ‘challenges category norms’ and pays homage to Knowles-Carter’s Texan heritage.
A first-of-its-kind venture, SirDavis reflects a shared vision between Knowles-Carter, a Japanese whisky enthusiast, and Moët Hennessy. The partners sought to craft a flavour profile that reflected Knowles Carter’s ideal whiskey. SirDavis also underlines Moët Hennessy’s goal to expand its presence within the American whiskey market.
“SirDavis is not only a revelatory and exceptional American whiskey, which we are very proud of. It is also a testament to the unwavering dedication to craftsmanship, heritage and innovation shared by LVMH and Beyoncé Knowles-Carter,” said LVMH Chairman and CEO Bernard Arnault.
SirDavis was crafted by renowned Master Distiller Dr Bill Lumsden, who previously worked with Scotch whisky brands Glenmorangie and Ardbeg. The whiskey is made with a special mash bill of 51% rye and 49% malted barley and finished in sherry casks. It offers an elegant mouthfeel and texture, reminiscent of both Japanese and Scotch whiskies while retaining the deep flavours of American rye.
The whiskey’s name honours Davis Hogue, Knowles-Carter’s paternal great-grandfather, who was a moonshiner during Prohibition.
“I’ve always been drawn to the power and confidence I feel when drinking quality whiskey and wanted to invite more people to experience that feeling,” said SirDavis Founder Beyoncé Knowles-Carter. “SirDavis is a way for me to pay homage to my great-grandfather, uniting us through a new shared legacy.”
“With SirDavis, we looked to challenge the category norms and offer something new in the space,” Lumsden added. “The distinctive grain selection and unusual secondary maturation in sherry casks helped us achieve a signature profile completely distinct to SirDavis, one of bold sophistication.”
Prior to its official launch, SirDavis was anonymously submitted to various high-profile spirits competitions to validate its quality. The whiskey secured the title of Best In Class for American Whiskey at the 2023 SIP Awards, outperforming over 100 competitors.
In addition, SirDavis earned a Gold Medal with a score of 95 points from the 2023 New York International Spirits Competition and a 93-point rating from the 2023 Ultimate Spirits Challenge.
Beyond the liquid itself, Knowles-Carter played a pivotal role in the brand’s artistic direction, contributing to the bottle design. The result is a tall, striking vessel with ribbed glass that catches the light and accentuates the whiskey’s rich colour. A black medallion featuring a bronzed horse, symbolising strength and paying homage to Knowles-Carter’s Texas roots, is a standout element.
The whiskey is finished, blended and bottled in Knowles-Carter’s home state, marking SirDavis as Moët Hennessy’s first internally developed spirits brand in the USA.
Headquartered in Houston, Texas, SirDavis stands as a testament to the legacy and innovation at the heart of this partnership.
Priced at US$89, SirDavis is now available for pre-order at SirDavis.com, with broader retail availability scheduled for September 2024. The whiskey will launch in travel retail at Los Angeles, New York John F. Kennedy and San Francisco international airports from September. ✈
