American singer and songwriter Beyoncé is now in control of her whiskey SirDavis, buying out LVMH’s stake and becoming the brand’s sole owner.
While exact details on the sale have not been made public, Beyoncé first created the whiskey brand in collaboration with the luxury conglomerate’s alcohol division Moët Hennessy. The company also owns stake in luxury wine and spirit brands including Moët & Chandon, Hennessy, Veuve Clicquot, Dom Pérignon, and Belvedere.
The Texas roots behind SirDavis
SirDavis was first launched back in 2024, and was created alongside Dr. Bill Lumsden, “The Mad Scientist of Whisky,” who is responsible for other notable whiskey brands, Glenmorangie and Ardbeg.
The brand carries the name Beyoncé’s great-grandfather, Davis Hogue, who was a moonshiner during prohibition in Texas. The brand has kept its connection to the Lone Star State, with the whiskey blended and bottled in Houston, the singer’s hometown.
Since its launch, the whiskey has earned several awards including Best In Class for American Whiskey from the 2023 SIP Awards, and a Gold Medal at the 2023 New York International Spirits Competition.
Celebrity alcohol brands have become big business
Beyoncé is part of a larger group of A-list celebrities investing in the alcohol and spirits business. The past decade has seen a flurry of celebrity founded brands including Kendall Jenner’s 818 tequila, the Dos Hombres Mezcal by the Breaking Bad duo Bryan Cranston and Aaron Paul. Often, these ventures lead to lucrative deals to sell the brands.
Notably, George Clooney cofounded the popular tequila brand Casamigos in 2013, selling it to Diageo in 2017 for $700 million, while Ryan Reynolds sold his Aviation Gin brand to Diageo for over $600 million.
Still, Beyoncé’s decision marks somewhat of a departure from the trend, buying back control rather than selling it off. Beyoncé’s decision to take control of the brand arrives at the same time as the surge in whiskey’s popularity, with the whiskey market expected to be valued at around $85 billion in 2028.
The deal comes as Moët Hennessy rebounds
The sale also follows Moët Hennessy’s rebound, improving the division’s performance after public interest in Champagne and Cognac waned. Additionally, there was speculations earlier this year that Diageo could sell its 34% stake in the LVMH wine and spirits division, although the rumors were quickly shut down.