- Aug 22, 2024
- 2 min read
Global artist Beyoncé Knowles-Carter has entered into a joint venture with LVMH's subsidiary Moët Hennessy, to create a new whisky, named ‘SirDavis’.
The product was the result of ‘years’ of R&D after Knowles-Carter asked Moët Hennessy to help craft a one-of-a-kind flavour profile that reflected her whisky preference. At the same time, Moët Hennessy had been exploring ways to deepen its presence in the US whisky market – leading to this new partnership.
Moët Hennessy tapped Bill Lumsden, one of the ‘world's most awarded and highly regarded’ master distillers, to lead on whisky creation. Lumsden selected the brand's bespoke mash bill – a rare new offering in the world of American whisky, composed of 51% rye and 49% malted barley – to serve as the backbone of the liquid.
Lumsden then combined traditional whisky-making techniques to impart an elegant mouthfeel and texture reminiscent of Japanese and Scotch whiskies, while retaining the robust and deep flavours typical of classic American rye.
"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."
SirDavis founder Beyoncé Knowles-Carter said: “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".
Bernard Arnault, chairman and 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".
To validate SirDavis's quality, the liquid was anonymously submitted to various spirits competitions prior to launch. The new spirit won ‘Best In Class for American Whiskey’ from the 2023 SIP Awards, outperforming more than 100 other entries in the category.
SirDavis is named after Davis Hogue, Knowles-Carter's paternal great-grandfather, who was a farmer and a moonshiner in the American South during Prohibition and who stashed whisky bottles
The whisky is finished, blended and bottled in Knowles-Carter's home state of Texas, US. Unlike other brands, SirDavis is Moët Hennessy's first spirit brand developed entirely internally by Moët Hennessy in the US.
SirDavis is available to purchase now for an RRP of $89, on the brand’s website and in retailers across the US, as well as in various airports. It will also be available to purchase in select stores in London, UK, Paris, France, and Tokyo, Japan, from September this year.
