American Whiskey Moët Hennessy SirDavis.
Courtesy: Moët Hennessy
Beyoncé holds her whiskey high.
The megastar enters the luxury spirits business with the launch of a new line of whiskey in collaboration with Moët Hennessy by LVMHthe brand announced in a press release on Tuesday.
Beyoncé shared the news by holding up a whiskey glass, called SirDavis, in a promotional Instagram post with the caption “DAVIS IN MY BONES” and a link to the liquor's website.
Following a growing trend of consumers seeking out luxury spirits, Beyoncé joins Mark Wahlberg, George Clooney and more celebrities who are using their status to elevate premium liquor brands.
As LVMH’s wine and spirits division expands into the American whiskey market, SirDavis also pays homage to Beyoncé’s heritage. SirDavis is named after Davis Hogue, Beyoncé’s great-grandfather, who kept whiskey bottles as a farmer during Prohibition in the South, according to the release.
“When I discovered that my great-grandfather had been a spirit distiller, I felt like my love of whiskey was predestined,” Beyoncé said. “SirDavis is a way for us to honor him and unite through a new shared legacy.”
The whiskey line is based in Houston, Beyoncé's hometown. SirDavis, crafted and bottled in Texas, is Moët Hennessy's first liqueur brand developed entirely by the company in the United States, according to the release.
SirDavis is made up of 51% rye and 49% malted barley and is matured in sherry casks, which the distiller says creates a profile of “bold sophistication”.
The tall bottle, which features a tan horse, is also a nod to Beyoncé's most recent albums.
SirDavis will be sold at a price of $89 a bottle and will be available in September.
