Beyoncé launches new whiskey brand: SirDavis

Beyoncé has embarked on a new business venture.

The music icon has partnered with Moët Hennessy, a subsidiary of LVMH, and master distiller Dr. Bill Lumsden to introduce SirDavis, a whiskey named after her great-grandfather, Davis Hogue.

This project holds special significance for Beyoncé, whose family connections to the name run deep—she and Jay-Z also have a son named Sir, and Jay-Z owns Armand de Brignac, a champagne brand under the LVMH umbrella.

SirDavis is described as a passion project “years in the making,” according to a press release issued Tuesday. It highlights that Beyoncé, an aficionado of Japanese whiskey, approached Moët Hennessy to help her create a unique flavor profile that embodied her ideal whiskey. The whiskey, priced at $89, is available for pre-order on ReserveBar, GoPuff, and other on-demand delivery platforms ahead of its official launch in September.

“When I learned that my great-grandfather had been a moonshine maker, it felt like my love for whiskey was destined. SirDavis is a tribute to him, a way to connect us through a new shared legacy,” Beyoncé said.