Moët Hennessy, has today announced the launch of a new whisky brand in partnership with Beyoncé Knowles-Carter.
SirDavis (44% ABV) which is a straight American Rye whisky, is said to be a first-of-its-kind joint venture that reflects a shared vision between Beyoncé Knowles-Carter and Moët Hennessy, two vanguards of culture and craft, around the future of American whisky.
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| Beyoncé launches new American whisky brand |
SirDavis, has been years in the making after Beyoncé, a Japanese whisky enthusiast, reached out to Moët Hennessy to help craft a one-of-a-kind flavour profile that reflected her whisky ideal. Meanwhile, Moët Hennessy had been exploring ways to deepen its presence in the American whisky market, making the timing kismet for a partnership between the world-leading luxury group and Knowles-Carter.
Dr. Bill Lumsden, Director of Whisky Creation at Moët Hennessy's Ardbeg and Glenmorangie Scotch whisky distilleries, was tasked with the creation of the whisky. He selected the brand’s bespoke mashbill; 51% rye and 49% malted barley, to serve as the backbone of the liquid. He then combined traditional whisky-making techniques to impart an elegant mouthfeel and texture reminiscent of Japanese and Scotch whiskies, while retaining the robust and deep flavours typical of classic American rye.
SirDavis, is named in honour of Davis Hogue, Beyoncé’s paternal great-grandfather, who was a farmer and a moonshiner in the American South during Prohibition. He stashed whisky bottles in the empty knots of cedar trees for friends and kin to find and enjoy.
Commenting on the launch, Beyoncé Knowles-Carter, SirDavis Founder, said: “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. 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, is now available from specialist retailers, for a RRP of £79.00.
Posted by Steve Rush