Beyoncé recently entered the luxury whiskey market with SirDavis Whiskey, a tribute to her great-grandfather, a farmer and Prohibition-era moonshiner. Launched in August 2024 at $89 a bottle, the brand is a joint venture with Moët Hennessy, the wine and spirits division of LVMH. Riding the momentum of her cowboycore era, the Houston-born icon is bringing her Southern roots to the world of premium whiskey.
The inspiration comes from Davis Hogue, Beyoncé’s paternal great-grandfather, who hid moonshine bottles in the knots of cedar trees for friends and family to find during Prohibition—a time when alcohol production and sales were illegal in the U.S.
Moonshine is essentially unfinished whiskey—a clear, unaged spirit, often made from corn, with a raw, strong taste. Whiskey, on the other hand, is aged in barrels, which gives it depth, color, and complexity. In a way, SirDavis Whiskey mirrors that transformation: what began as Hogue’s homemade spirits, rooted in a long-standing Southern distilling tradition, has now been refined and elevated into a luxury whiskey.
“When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated,” Beyoncé said in a statement. “SirDavis is my way of paying homage to him, uniting us through a new shared legacy.” That sense of legacy is woven throughout the brand. The SirDavis website features a handwritten letter from Beyoncé to Hogue, calling his story “a force that drives me.” She was also involved in designing the bottle, which bears a bronze horse emblem representing her Texas roots.
The new whiskey brand is backed by a luxury powerhouse—LVMH, home to labels like Veuve Clicquot and Dom Pérignon. Crafted under the expertise of Bill Lumsden, the renowned distiller behind Glenmorangie and Ardbeg, SirDavis blends tradition with innovation.
Made from a mash of 51% rye and 49% malted barley, it undergoes final maturation in oak barrels previously used to age sherry wine, adding depth to its profile. The result? A whiskey that evokes notes of dark red fruits, clove, and cinnamon, with an “elegant mouthfeel and texture reminiscent of Japanese and Scotch whiskies,” according to the brand.
The launch of SirDavis Whiskey aligns seamlessly with Beyoncé’s current “cowboycore” era, showcasing a masterclass in branding. Her latest album, Cowboy Carter, and its predecessor, Renaissance, both feature imagery of her on horseback, while whiskey references appear throughout their lyrics. By weaving these elements together, her team has crafted a cohesive narrative where music, image, and product reinforce one another, making SirDavis feel like an inevitable next step rather than just another celebrity venture.
Beyoncé joins a growing list of celebrities in the luxury drinks market—alongside Drake, Dwayne Johnson, George Clooney, and her own husband, Jay-Z. But while many celebrity-backed spirits feel like business ventures first, SirDavis Whiskey is deeply personal. Rooted in her family history and Southern heritage, the launch isn’t just about entering the market—it’s about reclaiming a legacy.