Key facts
- Beyoncé has acquired full ownership of the SirDavis American Whisky brand.
- Beyoncé bought out LVMH's Moët Hennessy stake in the brand.
- The partnership between Beyoncé and LVMH was launched in 2024.
- The partnership aimed to blend celebrity appeal with luxury spirits expertise.
- LVMH is refocusing on its core brands.
- The spirits sector is currently experiencing a downturn.
Beyoncé has purchased the entirety of LVMH's Moët Hennessy stake in the SirDavis American Whisky brand, thereby gaining full ownership. This move dissolves the partnership that was initiated in 2024. The collaboration was initially conceived to merge the appeal of a prominent celebrity with the specialized expertise of a luxury spirits producer. However, LVMH is now understood to be redirecting its focus toward its core brands. This strategic shift comes at a time when the luxury spirits sector is experiencing a downturn. The specifics of the buyout transaction were not disclosed, but the outcome is Beyoncé's complete control over the SirDavis brand.