Thirty-two-time Grammy winner, Beyoncé, has announced the launch of her new whisky brand: Sir Davis. In a luxury collaboration with Beyoncé Knowles-Carter, Moët Hennessy today (20th August) unveiled the “groundbreaking new whisky”. The whisky will retail for £79 (~$103) and is now available for pre-order via SirDavis.com.
So, let’s go through everything we know about Beyoncé’s SirDavis Whisky including the production, packaging, name, tasting notes, and availability.
How Is SirDavis Whisky Made?
In addition to being dreamt up by one of the biggest stars in music, and one of the biggest luxury maisons in the world, SirDavis was created with the influence of Dr. Bill Lumsden of Ardbeg and Glenmorangie fame. Lumsden, one of the foremost scotch whisky master distillers, selected the mash bill for SirDavis – 51% rye and 49% malted barley.
Dr. Bill then used his expertise to impart the “elegant mouthfeel and texture reminiscent of Japanese and Scotch whiskies, while retaining the robust and deep flavors typical of classic American rye,” according to a press release from Moët Hennessy.
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“With SirDavis, we looked to challenge the category norms and offer something new in the space,” said Lumsden. “The distinctive grain selection and unusual secondary maturation in sherry casks helped us achieve a signature profile completely unique to SirDavis, one of bold sophistication.”
Beyoncé herself is a Japanese whisky enthusiast and sought out Moët Hennessy to help her create a whisky that emulated her favorite spirit whilst also reflecting her Texan roots. Moët Hennessy also hopes that the launch of the revolutionary SirDavis Whisky will help to expand its reach in the USA.
Bernard Arnault, Chairman & CEO of LVMH, commented: “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.”
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As mentioned in my previous news article on this launch, the whisky is finished, blended, and bottled in Texas, and marks Moët Hennessy’s first whisky brand produced entirely in the United States.
What Does The Whisky Taste Like?
According to the press release, the sherry cask maturation of the 51% rye, 49% malted barley mash bill results in:
“[a] silky, sophisticated profile with layers of dark red fruits and spices like clove and cinnamon. This duality of rounding out rye’s characteristically spicy notes with structured flavors of juicy red fruit offers an entirely new interpretation of this spirit, suitable for connoisseurs and newcomers alike.”
The full tasting notes, from the SirDavis website, are as follows:
“AROMA
Tangy Seville oranges mingle with soft sun-kissed raisins, while the sizzling spices of clove, cinnamon, and ginger play with luxurious notes of Demerara sugar and toffee.
“TASTE
Rich & buttery toffee are followed by an array of spices with cinnamon, clove, and classic rye spice up front. Followed by soft malty and biscuity notes intertwined with a vibrant citrus top note.
“FINISH
Hints of honey are encountered with a soft, lingering finish reminiscent of plump sultanas and ripe cherries.”
Why Is The Whisky Called SirDavis?
The SirDavis brand is named for Beyoncé’s paternal great-grandfather, Davis Hogue, who distilled moonshine in Prohibition USA. Hogue’s moonshine was hidden in cedar trees for family and friends to happen upon, open, and enjoy. According to Knowles-Carter herself, the discovery of her great–grandfather’s distilling legacy encouraged her to create her own whisky brand.
“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. 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,” said Beyoncé Knowles-Carter.
What About The Packaging?
Earlier we got a (slightly pixelated) sneak peek of the bottle, thanks to some sleuthing Beyoncé fans on X (formerly Twitter). Now, we can see the whisky bottle in all its glory.
The stunning bottle was designed with input from the world famous singer. It features a ribbed glass design that envelopes the bottle and catches the light. It is somewhat reminiscent of the Japanese whisky brand Hibiki. As mentioned above, Knowles-Carter is a big Japanese whisky fan. Could this be a nod to some of her favorite whiskies?
In the center of the bottle sits a black medallion bearing a bronzed horse. This is, according to the press release “emblematic of strength and respect and symbolizing Knowles-Carter’s Texas roots.” In addition to this, the medallion also emulates the album covers of Beyoncé’s Renaissance (2022) and Cowboy Carter (2024).
Whisky, Not Whiskey
As I pondered in my earlier article, it seems that SirDavis is a whisky, not a whiskey. There is no legal reason why it could not be called “whiskey”. In fact, most American whiskeys use the ‘e’ spelling.
As such, this leads me to believe that this was a conscious decision, perhaps a nod to Dr. Bill Lumsden’s contribution, or Beyoncé’s love of Japanese whisky.
Where Can You Buy Beyoncé’s SirDavis Whisky?
SirDavis Whisky is now available to pre-order via SirDavis.com. Retailing for £79 (~$103), SirDavis Whisky will be available at retail in the UK, US, Paris, and Tokyo in September 2024. The whisky will also be sold in selected airports including LAX, JFK, and SFO.
Follow SirDavis on Instagram to keep up to date with all things Beyoncé x Whisky.
An Already Award-Winning Expression
SirDavis was anonymously entered into numerous spirits awards prior to launch, to gauge the critical reaction to the liquid. As a result, SirDavis is an award-winning expression even before hitting international markets. Accolades include:
- Gold Medal at the 2023 New York International Spirits Competition
- 93 points at the 2023 Ultimate Spirits Challenge
- Best In Class American Whiskey at the 2023 SIP Awards
The sleek packaging reflects the luxury associated with LMVH. Credit: Atiba Jefferson
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