The bustling American whiskey industry continues to shine thanks to the visionaries and tastemakers driving future-forward innovation through everything from fresh production techniques to savvy marketing via authentic storytelling. Global megastar Beyoncé Knowles-Carter is tapping into this innovative spirit with one of her very own spirits, SirDavis Whisky, a shared vision with Moët Hennessy.
This summer, American Whiskey Magazine was part of a select group of international journalists invited to an exclusive tasting of SirDavis alongside its collaborators: award-winning master distiller Dr Bill Lumsden, and internationally revered Cameron George, Ardbeg’s former national ambassador and recently appointed global head of advocacy & blender of SirDavis.
Lumsden, highly regarded for his work at Glenmorangie and Ardbeg, spearheaded SirDavis’ custom mash bill — comprised of 51 per cent rye and 49 per cent malted barley — to serve as the liquid’s foundation before undergoing secondary maturation in Pedro Ximénez sherry casks. Lumsden said he, Cameron George, and Beyoncé tried several American and Irish whiskeys before landing on a “whiskey which was uniquely hers”. Lumsden added, “We could have played around and mixed Scotch and Japanese whiskey together, but I think that would have been disingenuous. That's why we sourced and found this unusual mash bill of already quite mature whisky. After many tasting meetings and recipe trials, she very much approved this final mash bill.” Finally, to recreate the satiny texture and mouthfeel akin to Beyoncé’s favorite Scotch and Japanese whiskeys, Lumsden combined traditional whiskey-making techniques — such as finishing SirDavis in Pedro Ximénez sherry casks, revealing more dark red fruit and baking spice notes — while maintaining the full-bodied flavors characteristic of classic American rye whiskey.
Before going any further, let’s address the elephant in the room: Sir Davis is an American whisky. ‘But, the spelling is wrong,’ you may think aloud. Yes, grain spirits made in Scotland, Canada, or Japan use the spelling without the e — whisky, while drinks distilled in the US or Ireland use the e — whiskey. However, staying true to her international star power and unconventional creativity, Beyoncé has opted to present SirDavis as a whisky without the “e.”
Before the big reveal, Lumsden mentioned that their mystery partner was “already a big fan of whiskey”. To Lumsden’s point, Beyoncé made her longstanding appreciation for Japanese whisky known over the years through many songs (“6 Inch” featuring The Weeknd, she sang, “She got that Sake, her Yamazaki straight from Tokyo.”). In fact, this spring, Beyoncé shared an Instagram post showing her and her husband, Jay-Z, at Yamazaki tastings in Japan. In a video post, she shared footage of multiple Glencairn glasses filled with expressions from prestigious Japanese brands, including Yamazaki and Hakushu 18 Years Old. There was even a bottle labeled “Mystery” among the lineup.
“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,” says SirDavis founder Beyoncé Knowles-Carter. “When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky 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 whisky that respects tradition but also empowers people to experience something new and unique in the category. You can taste it better than I could ever tell you — welcome, SirDavis.”
SirDavis has a beautiful, light amber hue. The alluring aroma is a lovely blend of cinnamon and clove with a hint of oak. Upon the first sip, the palate gets a nudge of spicy warmth akin to nibbling on a cinnamon stick before blossoming into a more layered and complex experience. The silky mouthfeel shines with rich flavor notes of orange marmalade atop a buttery shortbread cookie before ending with a subtle, sweet honey finish.
Whether you want to chalk up the launch of SirDavis as a product of fate or not, you be the judge, but it isn’t merely another celebrity-owned spirit brand looking to cash in on a trend. The key difference noted (and tasted) is the intention and roots behind SirDavis, starting with Beyoncé’s Southern heritage. SirDavis is headquartered in Beyoncé’s hometown of Houston, Texas. Also, the whisky is finished, blended, and bottled in the Lone Star State.
SirDavis is also a story of legacy. On the opening track (“AMERIICAN REQUIEM”) of Bey’s latest album, Cowboy Carter, she proudly sings about being a “grandbaby of a moonshine man” So, SirDavis is named in honor of Davis Hogue, Beyoncé’s paternal great-grandfather, who was a farmer and a moonshiner in the American South during Prohibition. He stashed whiskey bottles in the empty knots of cedar trees for friends and family to find and enjoy. Now, four generations later, Beyoncé is tapping into her birthright in American whiskey’s history with the launch of SirDavis.
Much like Beyoncé’s innovation on RENAISSANCE and Cowboy Carter, SirDavis aims to redefine what we think of American whiskey while welcoming new drinkers to gain access to the world of luxury whiskeys. “Every single person that I've let taste [SirDavis] loves it. We think it's going to be so successful because in keeping with her and her brand and her whole philosophy, this is going to be a very, very inclusive product,” Lumsden added. “It's going to appeal to all genres of people. And I think it's going to be great for new drinkers who are not so used to whiskey while also appealing to connoisseur drinkers as well.”
Be sure to sign up for a subscription to American Whiskey Magazine to catch the full feature on SirDavis in our next issue out October 8, 2024.
SirDavis (SRP: $89) is now available for pre-order via SirDavis.com. In September 2024, it will be available at retail across the US, in select airports (LAX/JFK/SFO), and stores in London, Paris, and Tokyo.
