Key facts
- Beyoncé has acquired full ownership of the SirDavis American Whisky brand.
- LVMH's Moët Hennessy has sold its stake in the brand.
- The SirDavis whisky venture was initially formed in 2024.
- Financial terms of the transaction have not been disclosed.
- The brand is named after Beyoncé's paternal great-grandfather, Davis Hogue.
Beyoncé has taken full ownership of the SirDavis American Whisky brand, acquiring the stake previously held by LVMH's Moët Hennessy. The partnership, which began in 2024, was Moët Hennessy's first spirits brand created from scratch in the United States, aiming to leverage celebrity influence in the American whiskey market.
Neither party has disclosed the financial terms of the transaction. LVMH's decision to exit comes as the luxury group reshapes its drinks division, which has faced weaker demand for Cognac and Champagne. Moët Hennessy is reportedly concentrating on its larger, established brands.
The SirDavis brand, named in tribute to Beyoncé's paternal great-grandfather Davis Hogue, a Prohibition-era moonshiner, was developed with input from Dr. Bill Lumsden, director of whisky creation at Glenmorangie and Ardbeg, alongside head blender Cameron George and Beyoncé herself. The whiskey is bottled at 44% ABV, made from a mash bill of 51% rye and 49% malted barley, distilled in Indiana, and then finished, blended, and bottled in Texas. It retails for approximately $89.99 in the United States.
SirDavis reached 25,000 cases in the U.S. last year and has received positive reviews and awards. Beyoncé's move to consolidate ownership of SirDavis aligns with her pattern of managing her business holdings, which include Parkwood Entertainment and the Cécred haircare brand, independently.