Moët Hennessy SirDavis American Whiskey.
Source: Moët Hennessy
Beyoncé holds up her bottle of whiskey.
The star is entering the luxury liquor business with the launch of a new whisky range in collaboration with Moët Hennessy by LVMHThe brand announced at a press conference free Tuesday.
Beyoncé shared the news while holding a glass of whiskey called SirDavis in a promotional Instagram post parcel with the caption, “DAVIS IN MY BONES” and a link to the wine website.
Following the growing trend of consumers searching luxury spiritsBeyoncé, along with Mark Wahlberg, George Clooney and many other celebrities, are using their status to elevate premium liquor brands.
As LVMH’s wine and spirits division expands into the American whiskey market, SirDavis also aims to honor Beyoncé’s legacy. SirDavis is named after Davis Hogue, Beyoncé’s great-grandfather, who hid bottles of whiskey as a farmer during Prohibition in the South, according to a press release.
“When I found out my great-grandfather was a bootlegger, I felt like my love for whiskey was destiny,” Beyoncé said. “SirDavis is my way of paying tribute to him, uniting us through a new shared heritage.”
The whiskey is headquartered in Beyoncé’s hometown of Houston. Crafted and bottled in Texas, SirDavis marks Moët Hennessy’s first spirit brand developed entirely in the United States, according to a press release.
SirDavis is 51% rye and 49% malted barley and is aged in sherry oak casks, which the distiller says gives it a “bold, refined” flavour.
The tall bottle features a bronze horse, also a nod to Beyoncé’s most recent album.
Retailing at $89 a bottle, SirDavis will be available in September.
