Beyoncé enters retail alcohol market with new ‘SirDavis’ whisky brand
International music icon Beyoncé is stepping into the world of retail alcohol with the launch of SirDavis – the superstar’s Texas-based whisky brand.
As reported by the Sydney Morning Herald (SMH) last week, SirDavis was created via a partnership with luxury goods conglomerate, LVMH Moët Hennessy Louis Vuitton, and celebrated distiller, Dr Bill Lumsden.
Costing $153 a bottle according to SMH, the SirDavis website describes the liquor as “deep copper” in colour with a taste of “[r]ich & buttery toffee [that] is 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”.
Credit: LVMH
The whisky is also said to carry an aroma of “[t]angy Seville oranges mingle[d] with soft sun-kissed raisins, while the sizzling spices of clove, cinnamon, and ginger play with luxurious notes of Demerara sugar and toffee.”
“Hints of honey are encountered with a soft, lingering finish reminiscent of plump sultanas and ripe cherries,” is how the website describes its finish.
The 16 CARRIAGES singer also shared her new business venture on Instagram.
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With a gold horse stamped upon its glass bottle, the brand has already won numerous awards, including ‘Best In Class’ at the Sip Awards 2023.
The decision to move into whisky production is one that is deeply rooted within the icon’s family history. The II HANDS II HEAVEN hitmaker’s great-grandfather, Davis Hogue, produced moonshine during Prohibition. And according to the singer, it is for that reason why she holds a deep connection with whisky.
“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,” Knowles-Carter says on the SirDavis website.
Dr Bill Lumsden added: “I think together we’ve risen to something that I’m hugely excited about. And I think whisky drinkers are going to be blown away because it’s really quite different from anything I’ve tasted before.”
SirDavis is expected to go on sale on September 4.
Knowles-Carter’s move into retail whisky comes approximately three months after TV streaming service, BINGE, unveiled its plans to release a documentary exploring how certain artists – like Beyoncé – are challenging the status quo of country music.
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