Beyoncé expands empire with whisky launch in partnership with LVMH

Omokolade Ajayi -

Key Points

  • Beyoncé expands her portfolio with SirDavis, an $89 American whisky, in partnership with LVMH, reflecting a trend among celebrities in the spirits market.
  • The whisky, named after Beyoncé’s great-grandfather, features a 51% rye and 49% malted barley blend, crafted by master distiller Bill Lumsden.
  • Beyoncé joins other celebrities like Jay-Z, George Clooney, and Kevin Hart, capitalizing on the lucrative spirits market to diversify her entrepreneurial ventures.

Months after her foray into the $99.52 billion hair care market with the launch of her hair care line, Cecred, global music and entertainment icon Beyoncé Knowles is expanding her entrepreneurial portfolio into the lucrative spirits market.

In a strategic partnership with LVMH Moët Hennessy Louis Vuitton, the luxury goods conglomerate led by Europe’s richest man, Bernard Arnault, Beyoncé is set to launch an American whisky brand, SirDavis.

This collaboration with Moët Hennessy, a key division of LVMH, mirrors the successful ventures of other celebrities in the alcohol market, including Beyoncé’s husband, Shawn “Jay-Z” Carter.

Jay-Z, who ranks as hip-hop’s first billionaire, has seen significant financial returns from his alcohol brands, notably selling half of his stake in the luxury champagne brand Ace of Spades to LVMH in 2021 for an estimated $300 million. Last year, he further cashed in by selling a majority of his stake in D’ussé Cognac to Bacardi for $750 million.

Beyoncé unveils $89 SirDavis whisky

Beyoncé’s new whisky, priced at $89 a bottle, is named SirDavis, a tribute to her paternal great-grandfather, Davis Hogue, who was a moonshiner during Prohibition in the American South. The whisky, composed of 51 percent rye and 49 percent malted barley, was developed under the guidance of Bill Lumsden, a master distiller renowned for his work at Glenmorangie and Ardbeg in Scotland.

This move comes on the heels of Beyoncé’s successful expansion into the beauty industry with Cecred, a hair care line specifically designed for color-treated and heat-damaged hair. The line, which includes eight essential products, caters to various hair textures, from straight to coily, curly, and wavy, and aims to nourish and repair damaged hair.

The success of celebrity-owned alcohol brands has surged in recent years, with notable examples including George Clooney’s Casamigos tequila and Ryan Reynolds’ Aviation gin, both acquired by Diageo Plc for up to $1.6 billion. Diddy also capitalized on this trend, earning nearly $1 billion through his partnership with Diageo for Ciroc vodka and DeLeón tequila.

Beyoncé joins spirits market trend

Beyoncé joins a growing list of Black celebrities who have entered the spirits market. Recently, Gran Coramino Tequila, co-founded by comedian and entrepreneur Kevin Hart, celebrated its second anniversary with the launch of Gran Coramino Reposado. 

Similarly, basketball legend Michael Jordan’s award-winning tequila brand, Cincoro, has expanded with a star-studded lineup of new co-owners, including tennis champion Serena Williams, to fuel the brand’s growth.

Beyoncé’s entry into the spirits industry underscores a broader trend of celebrities leveraging their personal brands and cultural influence to tap into new markets. With the backing of LVMH, SirDavis is poised to make a significant impact in the American whisky market, further solidifying Beyoncé’s status as a formidable business mogul.