By Neil Ridley and Joel Harrison
As megastars go, they don’t come much bigger than this. With hundreds of millions of record sales, dozens of awards, sold-out global tours and a unique voice known and loved by hundreds of millions of people, Beyoncé Knowles-Carter is the very definition of a modern-day musical icon.
But today saw the unveiling of a new direction in the Knowles-Carter empire, in the shape of SirDavis: a whisky brand, developed in partnership with global drinks giant LVMH Moët Hennessy Louis Vuitton (LVMH).
Beyonce Knowles Carter has partnered with Moet Hennessy to launch a new whisky. Credit: Moët Hennessy
Priced at £79 ($153) per bottle, the American whisky will be available from September 4. Eagle-eyed whisky lovers will have noticed the dropped “e” – whiskey being the American spelling – as the drink is designed to be more in line with the Scotch and Japanese whiskies on which its flavour is based.
The world of credible celebrity-backed or founded spirits brands is a compelling – and growing – space. Recently, Cate Blanchett unveiled a partnership with Japanese sake brand Toku; Margot Robbie launched Papa Salt, an Australian gin; and Blake Lively has developed her already successful line of adult soft drinks, Betty Buzz, to include a range of alcoholic ready-to-drink cans called Betty Booze. The Rolling Stones launched a Caribbean rum brand called Crossfire Hurricane earlier this year, although it has only been released in the US, likewise Bob Dylan’s Heaven’s Door.
Cate Blanchett entered a partnership with Japanese sake brand Toku.Credit: Brendon Thorne
What’s fascinating about Beyoncé’s entry into spirits is that the partnership stemmed from Knowles-Carter’s enthusiasm for Japanese whisky. After approaching the whisky makers at LVMH (home to spirits brands such as Hennessy Cognac, as well as Glenmorangie and Ardbeg single malt Scotch whiskies) to come up with an American whisky that shared some of the same vibrant, elegant, softer characteristics found in the Japanese spirit, SirDavis began to take shape.
“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.
The whisky is an intriguing mixture of 51 per cent rye grain and 49 per cent malted barley, which, when matured in American white oak casks, gives a gentle, vanilla-led softness and sweetness. In addition to this, the whisky is then “finished” (recasked into different vessels) for an extra period of time – in this case sweet, unctuous Pedro Ximenez sherry, which gives the resulting whisky (bottled at 44 per cent with no additional artificial colouring or chill filtration) an extra layer of dried fruit and spicy flavours and aromas.
If you’re wondering about the name, it’s a subject very close to the founder. SirDavis takes its inspiration from Davis Hogue, Knowles-Carter’s paternal great-grandfather, who was a farmer and a moonshiner in the Prohibition era.
Kylie Minogue with her wine; Margot Robbie launched Papa Salt gin, featuring Australian botanicals this year; Kendall Jenner carrying a bottle of her 818 Tequila Blanco.
“When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated,” she said. “SirDavis is a way for me to pay homage to him, uniting us through a new shared legacy.” It’s such an important part of the brand that his initials, DH, are inscribed into the bottom of the bottle.
Beyoncé’s Texan roots are very much part of the story too, and as well as the whisky being blended and bottled in the state, a brand home is being built in her home town of Houston, scheduled to open to visitors in 2025.
What’s it like? A hit or a miss?
We’re pleased to tell you that Beyoncé can add this to the extensive list of mega-hits in her portfolio. Neat, which is Knowles-Carter’s preferred way to enjoy it, the flavours are initially spice-laden, with ginger, cinnamon and vanilla, and a deliciously smooth, tongue-coating dried fruitiness arriving next. With ice, it opens up nicely and develops in the same way a good bourbon does, with swaths of vanilla, red fruit and candied citrus peel. All-in-all, very refined, charismatic and soulful.
The Telegraph, London
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