As a musical icon with over 200 million album sales and 32 Grammy wins to her name, alongside being a powerful voice for female empowerment globally, there’s very little else which Beyoncé has left to accomplish.
However her latest project is a truly intriguing one, aimed at shaking up the American whiskey market, with the launch of SirDavis: a brand developed in a partnership between Beyoncé Knowles-Carter and Moët Hennessy, a subsidiary of LVMH.
The project, which was originally codenamed ‘Destiny’ has been years in the making. It stems back to an approach made by the performer to the whisky makers at Moët Hennessy, looking for an American whiskey with a flavour profile similar to that of Japanese whisky, of which she was already an enthusiast.
The new whisky was created by LVMH’s multi-award winning Dr Bill Lumsden, who is perhaps more well known for his numerous successes with both Glenmorangie and Ardbeg single malt Scotch whiskies. Lumsden’s experiments led him to create a mixed mash-bill American whisky, comprising of 51% rye and 49% malted barley (so technically not a bourbon, given the absence of corn), which was first aged in conventional American white oak casks, but then receives a secondary maturation in ex-Pedro Ximenez sherry casks for around six to nine months.
‘We looked to challenge the category norms and offer something new in the space’ said Lumsden. ‘The distinctive grain selection and unusual secondary maturation in sherry casks helped us achieve a signature profile completely unique to SirDavis,
