LVMH has offloaded its stake in the US whiskey brand SirDavis to Beyoncé Knowles-Carter, giving the singer full ownership of the business.
SirDavis was set up as a a US-based joint venture between LVMH’s wine and spirits unit Moët Hennessy and Knowles-Carter in 2024.
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In its statement yesterday (28 July), SirDavis said the sale makes the business “a woman, family and Black-owned company”, adding Knowles-Carter builds on the tradition of creating and running her companies, built from the ground up”.
The brand added: “As a proven force in the world of luxury spirits, SirDavis will continue to re-define the future of American whisky.”
Just Drinks has approached LVMH’s Moët Hennessy business for comment.
When the launch of the whiskey was announced in 2024, LVMH said the product had been “years in the making”.
SirDavis also said in its statement that the brand has had “a nearly four-year transformative collaboration though creation, development and launch”.
The whiskey, which is marketed as a ‘whisky’ without an ‘e’, is made from a blend of 51% rye and 49% malted barley, and is finished in sherry casks.
When it was launched, the product was made and sourced from a distillery in Indiana, then and finished, blended and bottled in Texas, Knowles-Carter’s home state.
Just Drinks has asked SirDavis for further details on the deal, including why Knowles-Carter has decided to take over the business and whether there will be any change to production.
When the brand was launched, it was rolled out in the US, as well as selected airport stores in the UK, Japan and France.
In the US, the brand is available in stores such as Total Wine & More, retailing for $89.99 per 750ml bottle. In the UK, its stocked in stores like Selfridges, as well as specialist retailers such as The Whisky Shop and Berry Bros & Rudd.
