USA – Moët Hennessy Louis Vuitton (LVMH) has announced a partnership with global entertainer Beyoncé Knowles-Carter to introduce a new American whiskey brand, SirDavis.
This venture marks LVMH’s strategic effort to expand its presence in the US whiskey market.
SirDavis whiskey, a blend of 51 percent rye and 49 percent malted barley, is finished in sherry casks, delivering a distinctive flavor profile.
Although the whiskey is produced and sourced from a distillery in Indiana, the final stages of finishing, blending, and bottling occur in Texas.
Notably, SirDavis is being marketed as a ‘whisky’—the Scottish and Canadian spelling—without the letter ‘e’.
LVMH, known for its renowned brands such as Hennessy Cognac and Glenmorangie Scotch whisky, described the timing of the partnership with Beyoncé as “kismet,” emphasizing the shared values of craftsmanship, heritage, and innovation.
“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,” said Beyoncé Knowles-Carter, the founder of SirDavis.
Bernard Arnault, Chairman and CEO of LVMH, echoed her sentiments, stating, “SirDavis is not only a revelatory and exceptional American whisky, which we are very proud of. It is also a testament to the unwavering dedication to craftsmanship, heritage, and innovation shared by LVMH and Beyoncé Knowles-Carter.”
The whiskey is being marketed in key regions, including the US, Japan, France, and the UK, with a retail price of US$89.
This launch comes amid challenges for LVMH’s Wines & Spirits unit, which saw a 9 percent drop in revenues in the first half of 2024.
The company’s overall revenues declined by 1 percent year on year to €41.6 billion (US$46.35B), with net profits falling 14 percent to €7.2 billion (US$8B).
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