Beyonce partnered with Moët Hennessy to officially launch her Whiskey Brand “SIR DAVIS” an ode to her son and her great grandfather Davis Hogue.
According to Food and Wine, Bey said:
‘When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated.’
“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.
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,”
Beyoncé says of SirDavis, which will retail for $89 and be available at select retailers across the United States, Tokyo, Paris, and London in September.
About her Great Grandfather Davis Hogue
Davis Hogue played a significant role in the family’s history. He was the father of Agnéz Deréon, who became a notable seamstress in Louisiana.
Davis Hogue was of Louisiana Creole descent, and his heritage is a part of the rich cultural background that Beyoncé often references in her work.
The Hogue family has roots in French-speaking Creole culture, which blends African, French, Spanish, and Native American influences.
Davis Hogue’s daughter, Agnéz, went on to have a significant influence on the family’s creative direction, with her legacy continuing through her granddaughter Tina Knowles, Beyoncé’s mother.
Beyoncé has often celebrated her family’s Creole heritage, which includes the influence of her great-grandfather Davis Hogue, in various aspects of her music, fashion, and public persona.
Beyoncé pens a letter to her great-grandfather, Davis Hogue, a successful moonshiner in the American South during Prohibition.
"For you, I raise my glass to legacy." ???? https://t.co/n2rpFXIu6p pic.twitter.com/b5RGVYyLDS
— BEYONCÉ LEGION ???? (@BeyLegion) August 20, 2024
How the deal came about
F&W elaborated on just how the partnership came together, noting that Moët Hennessy is a division of the French luxury conglomerate LVMH who had a relationship with Jay Z previously.
Beyoncé — who is partial to Japanese whisky — approached LVMH with the idea of launching her own spirits brand.
In response, Moët Hennessy tapped Dr. Bill Lumsden, often referred to as the “mad scientist of Scotch whisky,” known for his experimental work at both the Glenmorangie and Ardbeg distilleries, to lead the project.
From the outset, it was clear that Beyoncé had a vision for her whisky.
“As a founder and as a partner, I can’t imagine a more involved individual. It just kind of harkens back to how meticulous — about everything — she is,” says Cameron George, a longtime Ardbeg ambassador, who is now the global head of advocacy and blender for SirDavis. “Everything about this brand is very new. This is the first American spirits brand that Moët Hennessy has ever launched and built from the ground up instead of through acquisition. Mrs. Knowles-Carter is not afraid to reinvent and redefine herself, and that’s actually the aim of the brand: to redefine the space of whiskey.”
SIRDAVIS' signature cocktail recipes include the "Honey Bee" and the "Texas Buckin.'"https://t.co/gFq7QJ189T pic.twitter.com/KaB19K5m83
— BEYONCÉ LEGION ???? (@BeyLegion) August 20, 2024
and
BEYONCÉ for SIRDAVIS: American Whiskey.https://t.co/n2rpFXIu6p pic.twitter.com/RVP59Kbi3N
— BEYONCÉ LEGION ???? (@BeyLegion) August 20, 2024
On Instagram Beyonce said:
DAVIS IN MY BONES
With a series of pictures introducing the brand and the product:
Pre-sale orders begin today online on SirDavis.com.
