Beyoncé Honors Legacy of Her Paternal Great-Grandfather With New Whisky SirDavis
As the proud great “grandbaby of a moonshine man,” Beyoncé has launched her new whisky brand, SirDavis.
On Tuesday, August 20, luxury brand LVMH announced that the Cowboy Carter singer partnered with Moët Hennessy to launch SirDavis, an American whisky named after Beyoncé’s paternal great-grandfather, Davis Hogue. Hogue was a farmer and moonshiner in the American South during the Prohibition era.
“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 said in a press statement. “When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated.”
Julian Dakdouk
To craft the whisky, Master Distiller Dr. Bill Lumsden assisted with finding the whisky’s “rich character of rye with the soft elegance of malted barley for a uniquely harmonious blend of fruit and spice.”
According to press materials, SirDavis melds notes of “tangy Seville oranges mingled with soft sun-kissed raisins” in addition to clove, ginger, cinnamon, Demerara sugar, and toffee. The finish has hints of honey, a nod to Beyoncé’s ‘Queen Bey’ nickname. While SirDavis pulls from the influences of Japanese and Scotch whiskies, it’s American-made in Beyoncé’s home state of Texas.
“SirDavis is a way for me to pay homage to him, uniting us through a new shared legacy,” Knowles-Carter added. “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.”
Although Cowboy Carter came out in March, Beyoncé seems to be revitalizing the album’s promotion, leaning into an All-American concept with SirDavis and her Team USA introduction at the 2024 Paris Olympics.
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