SirDavis

SirDavis is an American whisky brand launched in 2024 through a joint venture between musician and entrepreneur Beyoncé Knowles-Carter and Moët Hennessy, the wines and spirits division of LVMH. The brand is named after Davis Hogue, Knowles-Carter's paternal great-grandfather, who was a farmer and Prohibition-era moonshiner in the American South. The name reflects a family story in which Hogue was the first person associated with Knowles-Carter's family to be addressed as “Sir,” a detail later connected to the brand's identity. The whisky was conceived after Knowles-Carter, who has a stated interest in whisky, approached Moët Hennessy about creating a new American spirits label. The product's development was led by whisky maker Bill Lumsden, known for his work with Glenmorangie and Ardbeg, in collaboration with blender Cameron George and Knowles-Carter. SirDavis uses a mash bill of 51% rye and 49% malted barley. Its production combines American whisky practices with techniques and influences associated with Japanese and Scottish whisky making. The spirit is aged in American oak barrels and finished in Pedro Ximénez sherry casks. It is finished, blended, and bottled in Texas, with the brand headquartered in Houston. SirDavis is bottled at 44% alcohol by volume, or 88 proof, and carries no age statement. Its published tasting profile emphasizes a deep copper color, fruit notes such as Seville orange and raisin, and spice notes including clove, cinnamon, and ginger. Additional flavors include Demerara sugar, toffee, malt, biscuit, citrus, honey, sultana, and cherry. The combination of rye, malted barley, and sherry-cask finishing positions it between familiar American whiskey conventions and a more globally influenced premium whisky style. Before its public launch, the spirit was entered anonymously in competitions under the name “Davis Hogue Distillery Co.” It received Platinum and Best In Class honors for American Whiskey at the 2023 SIP Awards and scored 93 points at the 2023 Ultimate Spirits Challenge. These results provided early third-party recognition before the SirDavis name was announced. Moët Hennessy announced in August 2024 that the whisky would become available in the United States and in selected stores in London, Paris, and Tokyo from September 2024. Reported retail pricing in 2025 was approximately $89–99 per bottle, while cocktails made with the whisky were reported at roughly $16–22 in restaurants and bars. By June 2025, industry reporting estimated sales of approximately 30,000 cases since launch. By September 2025, the brand was described as having steady placement and demand in bars, restaurants, and retail, with the Honey Bee and Davis Old Fashioned among its signature serves. A SirDavis Honey Bee Cocktail Kit was also reported as the fastest-selling product in Cocktail Courier's history. As reported in the supplied reference material, Knowles-Carter became SirDavis's sole owner after buying out Moët Hennessy's interest in July 2026. Because that ownership change is dated after the brand's initial launch and depends on a future-dated reference, the current corporate structure should be independently rechecked before publication.

SirDavis emerged from Beyoncé Knowles-Carter's interest in whisky and her effort to create a spirits brand connected to family history. The brand takes its name from Davis Hogue, Knowles-Carter's paternal great-grandfather. Hogue was described as a farmer and moonshiner in the American South during Prohibition. Family lore says that he concealed whisky bottles in the hollow knots of cedar trees so that friends and relatives could find them. During a visit to Hogue's distillery, Knowles-Carter's father, Mathew Knowles, reportedly heard a Black man addressed as “Sir” for the first time. That story supplied both the name and part of the brand's historical narrative. Knowles-Carter approached Moët Hennessy about developing a new whisky. The resulting project became a joint venture and represented the first spirits brand developed entirely internally by Moët Hennessy in the United States, according to the supplied reference material. Bill Lumsden, whose previous work included Glenmorangie and Ardbeg, led the whisky's creation. He worked with Knowles-Carter and blender Cameron George to establish the recipe and production profile. The final mash bill contains 51% rye and 49% malted barley. This composition gives the whisky a rye-led spicy character while retaining malted-barley and biscuit-like notes. The production process draws on American whisky traditions and incorporates techniques associated with Japanese and Scottish whisky. SirDavis is aged in American oak barrels and finished in Pedro Ximénez sherry casks. The spirit is finished, blended, and bottled in Texas, and the brand's headquarters are in Houston. The whisky was tested before its public unveiling under the pseudonym “Davis Hogue Distillery Co.” It received Platinum and Best In Class recognition for American Whiskey at the 2023 SIP Awards and earned 93 points at the 2023 Ultimate Spirits Challenge. These awards gave the product advance validation while maintaining anonymity around the brand's eventual celebrity association. SirDavis was launched publicly in 2024. In August of that year, Moët Hennessy announced a September rollout in the United States and in selected stores in London, Paris, and Tokyo. The product is bottled at 44% alcohol by volume, or 88 proof, and has no age statement. Its tasting profile includes Seville orange, raisin, clove, cinnamon, ginger, Demerara sugar, toffee, malt, biscuit, citrus, honey, sultana, and cherry notes. The brand's commercial strategy has combined premium bottle sales with cocktail-led discovery. Reported retail pricing in 2025 was approximately $89–99 per bottle, and cocktails featuring SirDavis were reported at approximately $16–22. The Honey Bee and Davis Old Fashioned became associated with the brand's bar and restaurant presentation. By June 2025, approximately 30,000 cases were reported sold since launch. By September, industry reports described consistent movement and demand across on-premise and retail channels. The SirDavis Honey Bee Cocktail Kit was also reported to have achieved the fastest sellout in Cocktail Courier's history. The supplied reference states that Knowles-Carter bought out Moët Hennessy's interest in July 2026 and became SirDavis's sole owner. Since this date is future-dated relative to the brand's launch and the supplied material does not provide transaction terms or an independent corporate filing, the ownership transition should be verified before being treated as definitive.

• 2026

  Reported ownership transition

  [1]SirDavisen.wikipedia.org

  The supplied reference says Beyoncé Knowles-Carter bought out Moët Hennessy's interest in July 2026; this claim requires verification.

• 2025

  Early sales and cocktail traction reported

  [1]SirDavisen.wikipedia.org

  Reports cited approximately 30,000 cases sold by June and steady demand in restaurants, bars, and retail by September.

• 2024

  SirDavis launches

  [1]SirDavisen.wikipedia.org

  Beyoncé Knowles-Carter and Moët Hennessy introduced SirDavis as an American whisky brand.

• 2024

  International distribution begins

  [1]SirDavisen.wikipedia.org

  Moët Hennessy announced availability in the United States and selected stores in London, Paris, and Tokyo from September.

• 2023

  Anonymous competition entries receive recognition

  [1]SirDavisen.wikipedia.org

  The whisky was submitted under the name Davis Hogue Distillery Co. and received Platinum and Best In Class for American Whiskey at the SIP Awards, along with a 93-point score at the Ultimate Spirits Challenge.

A premium American whisky brand combining a celebrity founder's family heritage with Moët Hennessy's spirits expertise and a cross-cultural production approach influenced by American, Japanese, and Scottish whisky traditions.

• American whisky · 2024

  SirDavis American Whisky

  The brand's core whisky is made from a mash bill of 51% rye and 49% malted barley. It is aged in American oak barrels and finished in Pedro Ximénez sherry casks, with production completed through finishing, blending, and bottling in Texas. It is bottled at 44% ABV, or 88 proof, without an age statement. Its profile combines rye spice and baking spices with malt, biscuit, citrus, dried fruit, honey, and toffee notes.

• Cocktail kit

  SirDavis Honey Bee Cocktail Kit

  A cocktail-oriented offering built around the SirDavis Honey Bee serve. The kit was distributed through Cocktail Courier and was reported to have become the service's fastest-selling cocktail kit. Specific package contents are not established in the supplied material.

• 2025Honey Bee cocktail promotion

  United States

  SirDavis promoted cocktail consumption through the Honey Bee serve and a related Cocktail Courier kit, alongside the Davis Old Fashioned.

  Outcome. The Honey Bee Cocktail Kit was reported as the fastest sellout in Cocktail Courier history.

  Source
• 2024SirDavis launch campaign

  United States · United Kingdom · France · Japan

  The launch presented SirDavis as a premium American whisky connected to Beyoncé Knowles-Carter's family history and developed with Moët Hennessy expertise. Distribution was announced for the United States and selected stores in London, Paris, and Tokyo.

  Outcome. The brand entered the market in September 2024 and later developed reported demand in retail, restaurants, and bars.

  Source

• 2026

  Reported buyout of Moët Hennessy's interestM&A

  Background

  The supplied reference describes a change from the original joint-venture structure.

  Action taken

  Beyoncé Knowles-Carter reportedly bought out Moët Hennessy and became SirDavis's sole owner in July 2026.

  Aftermath

  The brand would reportedly move from a joint venture to sole ownership by Knowles-Carter. The transaction and its effective date require independent verification.

  Source

• 2024

  Launch a premium American whisky brandProduct launch

  Background

  Beyoncé Knowles-Carter sought to develop a whisky brand with Moët Hennessy, drawing on her interest in whisky and her family's Southern heritage.

  Action taken

  The partners introduced SirDavis, using a rye-and-malted-barley mash bill and a production process combining American, Japanese, and Scottish influences.

  Aftermath

  The whisky launched in 2024 with initial distribution in the United States and selected international markets.

  Source

• 2024

  Use family heritage as the brand foundationStrategy

  Background

  The brand name and narrative were based on Davis Hogue, Knowles-Carter's paternal great-grandfather and a Prohibition-era farmer and moonshiner.

  Action taken

  SirDavis incorporated the family name and story into its identity and product positioning.

  Aftermath

  The heritage narrative became a central part of the brand's launch communication.

  Source

1. 1SirDavisen.wikipedia.org