Beyoncé
Source: Africa Publicity
American music icon, Beyoncé, is continuing to spread her wings of entrepreneurship with the launch of a new whisky brand in honour of her great-grandfather, Davis Hogue.
The whisky, named ‘SirDavies’ marks the official entry of Beyoncé into the world of spirits.
Beyoncé partnered Moët Hennessy, a subsidiary of LVMH, and master distiller Dr. Bill Lumsden to launch SirDavis. SirDavies retails for $89 and is available for pre-order on ReserveBar, GoPuff and other on-demand delivery services ahead of an official launch in September.
In a press release, she said: “SirDavies is a passion project.”
According to the ‘Drunk In Lover’ hitmaker, I’ve always been drawn to the power and confidence I feel when drinking quality whiskey and wanted to invite more people to experience that feeling.”
She added: “When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whiskey 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 whiskey that respects tradition but also empowers people to experience something new and unique in the category.”
The press release indicated that, Hogue, Beyoncé’s paternal great-grandfather, was a farmer and a moonshiner in the American South during Prohibition. He is believed to have stashed whiskey bottles in the empty knots of cedar trees for friends and kin to discover and imbibe. It was revelations like that that have led to Beyoncé feeling like the brand was predestined. Beyoncé is also said to have “lent her visionary artistic direction” to designing the bottle, which features ribbed glass, a black medallion and a bronzed horse as a nod to her Texas roots. Speaking of, SirDavis is finished, blended and bottled in Texas, and the brand is headquartered in her hometown of Houston.
“SirDavis is not only a revelatory and exceptional American Whiskey, which we are very proud of. It is also a testament of the unwavering dedication to craftsmanship, heritage and innovation shared by LVMH and Beyoncé Knowles-Carter,” according to LVMH chairman and CEO Bernard Arnault.
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