Celebrated artiste and businesswoman Beyoncé has announced the launch of a new American whisky brand called SirDavis.
Her new business venture is a collaboration with liquor producer Moët Hennessy.
A picture of the 16 Carriages singer, wearing an all-white outfit with a glass of whisky, ostensibly to promote the new business, appeared online on Tuesday.
SirDavis is described as a brand that has been “years in the making, offering an unexpected take on American whisky with a bespoke recipe, an unusual maturation process, and one-of-a-kind taste profile with inspiration from Japanese and Scottish styles — perfectly suited to Knowles-Carter’s (Beyoncé’s) whisky ideal.”
A statement from the company said the whisky was created with, one of the world’s most regarded Master Distillers, Dr. Bill Lumsden, “challenging category norms by combining the complex, rich character of rye with the soft elegance of malted barley for a uniquely harmonious blend of fruit and spice.”
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Beyoncé is said to be a whisky lover, as she mentions in some of her songs.
Sources say the idea to create a whisky of her own followed the discovery that her great-grandfather Davis Hogue, who the brand is named after, “worked as a farmer and moonshiner in the American South during Prohibition.”
The whisky bottle’s design, according to reports, is meant to honor both Mr. Hogue and Beyoncé’s Texas roots.
Weeks ago, Beyoncé emerged as the top female nominee in the 2024 People’s Choice Country Awards, which will take place later in September this year.
Her album Cowboy Carter is competing for Album of 2024, together with Shaboozey’s newest album, Where I’ve Been, Isn’t Where I’m Going.
