Beyoncé’s whisky brand has released its first consumer video following a month-long social media initiative that invited fans to share their experiences with the premium spirit.
SirDavis Launches Community-Driven Anniversary Campaign
The #Day4Icons campaign, which began on September 4 to mark both the brand’s first anniversary and Beyoncé Knowles-Carter’s birthday, generated over 100 pieces of user-generated content across Instagram and TikTok. Participants shared moments ranging from Cowboy Carter throwbacks to personal celebrations featuring the American whisky.
The campaign culminated with SirDavis tracking down one of its first customers from launch day. Kursten from Atlanta, Georgia, featured in the brand’s new social video, shared her perspective on the whisky’s impact on the industry.
“I believe that SirDavis is being extremely impactful in making whisky a more inclusive and diverse space,” Kursten said in the video.
Beyoncé’s SirDavis Targets Younger, Diverse Whisky Consumers
The social-first approach represents a departure from traditional whisky marketing, which typically relies on television and outdoor advertising campaigns. SirDavis, a collaboration between Beyoncé and Moët Hennessy, aims to attract younger and more diverse consumers to the luxury whisky category.
Select campaign participants received keepsake gifts and brand recognition for their contributions. The initiative reflects the brand’s mission to broaden whisky’s appeal beyond its traditional demographic.
The anniversary celebration caps a notable first year for SirDavis, which included a launch party at Paris Fashion Week, a sold-out cocktail kit release, and over 100 activations during Beyoncé’s Cowboy Carter tour. The brand has positioned itself as a rye-forward American whisky targeting consumers who may not have previously considered premium spirits.
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