SirDavis American Whisky opens holiday pop-up at World Trade Center’s Oculus.
SirDavis American Whisky, founded by Beyoncé Knowles-Carter, will host a two-day holiday pop-up experience at The Oculus in New York’s World Trade Center on December 12-13. The activation, titled “A Signature Pour: The SirDavis Holiday Experience,” will offer tastings, personalized bottle engraving, and photo opportunities with the robot arm from Beyoncé’s Cowboy Carter Tour.
Guests must pre-book timeslots through the brand website for the event, which runs Friday, December 12 (3-8 PM) and Saturday, December 13 (2-8 PM).
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Visitors will sample SirDavis neat or in signature cocktails while exploring the whisky’s story and production methods.
The experience includes several interactive elements designed to showcase the brand’s connection to its founder’s artistic vision.
“With its award-winning taste and striking bottle design, SirDavis makes the ultimate holiday gift,” according to the brand’s announcement.
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Attendees can personalize their own SirDavis bottles with monogrammed leather neck tags during the event. Guests must bring their own bottle for customization or purchase one from local retailers beforehand.
Each visitor will receive a complimentary horse medallion pin as a keepsake from the experience.
The robot arm photo opportunity directly references Beyoncé’s recent Cowboy Carter Tour, creating a unique connection between the whisky brand and the artist’s musical performances.
SirDavis launched in 2024 as Beyoncé’s first spirits venture, positioning itself within the growing celebrity spirits category. The whisky and brand has already garnered several industry awards in its debut year.
The Oculus location places the activation in one of Manhattan’s busiest transportation and retail hubs, ensuring high foot traffic during the peak holiday shopping season.
Reservations for the pop-up opened to the public on December 9 at 10 AM Eastern Time.
