NFL
By: Joe Cardoso
When you hear the name Beyoncé many things come to mind musician, actress, humanitarian, and mother. As she has made a huge impact on the world of country music with her release of “Cowboy Carter” the superstar is not resting. She now has joined her husband in the world of spirits aka liquor a space that is only made up of less than 1% people of color. And in terms of women, that number isn’t even close to that. So it makes sense that a trendsetter and mover and shaker such as Beyoncé is stepping into the spotlight. The name has classic meaning as her son is named Sir and Davis was the first name of her great-grandfather.
As stated on the brands’ website this is rooted in legacy, heritage, and luxury while being American-made. It’s named for Davis Hogue, Beyoncé’s great-grandfather—a Prohibition-era farmer and moonshiner in the American South, who “stashed whisky bottles in the empty knots of cedar trees,” the release reads, “for friends and kin to find and enjoy.”She has parted with Louis Vuitton Moët Hennessy (LVMH) along with Dr. Bill Lumsden, who is a 5-time international Whiskey Competition Master Distiller of the Year. As well as Cameron George a very well-known whiskey blender for those in the industry. This is a project a long time in the making and is a win-win for all parties involved. Bey wants to create a spirit that reflects her taste and style while Moët gets a way to get more into the American market.
The Renaissance continues with Bey from her music to the release of Cécred her haircare line and her perfume Cé Noir. Using her platform to expand her empire and bring us along for the ride as well. She went into detail about what SirDavis means, “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 about her latest venture. “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. 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.
Always showing love to the home team SirDavis is headquartered in her hometown of Houston and bottled in Texas. One thing I love about Bey is the sometimes subtle jabs at the powers that be or snobs of industry. It is no different with SirDavis as she chose to not have the letter e in Whisky and even the way it is finished is a non-traditional way again SCREW the system.
SirDavis comprises 51% rye and 49% malted barley and is matured in sherry casks, which the distiller said creates a profile of “bold sophistication.” Before being released to the public SirDavis was tasted in numerous competitions and did VERY well. Winning Best of Class for American Whiskey at the 2023 SIP Awards, outperforming over 100 other entries in the category. As well as earning a gold medal (95 points) at the 2023 New York International Spirits Competition and a 93-point rating at the 2023 Ultimate Spirits Challenge.
The tall bottle, which features a bronzed horse, is also a nod to Beyoncé’s most recent albums.
Retailing for $89 a bottle, SirDavis will be available in September and is 88% proof so this will get the party started. She joins other stars who have entered the luxury spirit space and like most of her career, this should be a smash hit and add to her global footprint. In a space where men dominate a new name enters the game and her name is Beyoncé.
