Beyoncé has swapped stage for distillery with the launch of her whiskey, SirDavis. Partnering with the very capable hands of Moët Hennessy, this venture is more than just a business move; it’s a personal tribute to her great-grandfather, a known ‘moonshiner’ back in the day.
“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,” says Beyoncé.
“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.”
Some celebrity liquor brands are very much hands-off affairs; but Queen Bey its involved in carefully crafting the product. Beyoncé and her team worked closely with Moët Hennessy’s expertise to create a whiskey that’s both sophisticated and approachable, appealing to both whiskey connoisseurs and casual drinkers alike. She didn’t just slap her name on the bottle; she chose the single malts and grain whiskies, and she designed a bottle as glamorous and stylish as herself, in keeping with her personal aesthetic.
But don’t be fooled by the star power; SirDavis is a serious whiskey that stands up on its own. Master Distiller Dr. Bill Lumsden who has previously worked with Glenmorangie and Ardbeg led the technical side of things, masterminding a rare 51% rye 49% malted barley mash bill. The aim was to achieve the elegant mouthfeel and textures of Japanese and Scotch whiskies, without losing the robust and deep American rye. Sherry cask maturation was the final touch, bringing juicy, red fruits and warm spices. Tradition and innovation, with some glitz’n’ glam thrown in.
For a keen Beyhive bee, or just someone that likes to keep tabs on the latest whiskey releases, SirDavis offers an exciting opportunity to experience a whiskey that’s rich in history, flavour, and celebrity appeal.
When Beyoncé’s great-grandfather produced his booze, it was stored in the empty knots of cedar trees. This project from his great-granddaughter is an altogether different proposition, gracing the stores of Selfridges, Master of Malt, Hedonism, Berry Bros and The Whisky Exchange. It’s expected to retail for £79 across the UK, US, Paris and Tokyo, so time will tell if it lives up to the price tag!