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Beyoncé has officially added another money making product to her ever growing empire. And it isn’t “like, like liquor—like, like, like liquor,” because that’s exactly what it is. SirDavis, a Japanese-style inspired whisky — and it’s top shelf.
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Between Beyoncé’s rebirth into becoming a brand, plus her many lyrical references and double entendres of downing spirits, this latest move seemed particularly inevitable. And unlike a lot of other celeb spirits brands, which often can feel as though they came in at the tail end and just slapped their famous name on the bottle, Beyonce’s SirDavis is not only a first-of-its-kind joint venture between Bey and Moët Hennessy, it’s a long time coming collaboration with Beyoncé Knowles-Carter’s fingerprints all over it —starting with the name itself.
ears in the making, Beyoncé, a longtime fan of Japanese whiskies, contacted Moët Hennessy with the desire to craft a trailblazing whisky with a unique flavor profile that mirrored her own palate. As it turns out, Moët Hennessy had been exploring ways to deepen its presence in the American whisky market.
“Beyoncé has always felt a calling to whisky, which she expressed in the first meeting with us to develop SirDavis,” Cameron George, global head of advocacy and blender for SirDavis recalled during a media preview in July at Moët Hennessy’s offices in New York City, about meeting at Beyoncé’s home in Los Angeles two years ago. “Whisky is in her DNA. She used the word ‘kismet.’”
The name in honor of Beyoncé’s great-grandfather, Davis Hogue, a moonshiner during prohibition. Sharing more details about the moniker’s namesake, George relayed, when Knowles-Carter’s father visited his grandfather at the distillery, it was the first time he heard a black man referred to as “Sir.”
Standing apart not only for it’s recipe, taste and quality, SirDavis noticeably differs from many whiskey bottles on the market that are typically short and stout. Tall with rounded fluted edges and rose gold hue, SirDavis resembles more of a statue or a vase.
“There was intentionality in building the bottle and the packaging,” George said. “There was this beautiful thing Beyoncé said to us, describing her own tension between femininity and masculinity, asking herself why can’t she be both?” This tension plays into the design of the SirDavis bottle shape.
And then there is the very notable spelling choice — using “whisky” rather than “whiskey,” unlike what most American-made brands do, compared to Scotch and Japanese counterparts.
“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,” Beyoncé expressed about her latest venture. “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.”