Beyoncé is a queen, and a queen never shares her crown. That may explain why the billionaire superstar has taken complete control of SirDavis, buying out LVMH’s stake and becoming the sole owner of her $89 whisky brand. The “Single Ladies” singer has also taken an unconventional route compared with many of her contemporaries in the celebrity-liquor business. Instead of building a spirits label and selling it to a conglomerate, Beyoncé partnered with LVMH to create, validate and globalize SirDavis, then bought the luxury giant out. SirDavis was unveiled in August 2024 and reached stores that September, but the amount Beyoncé paid for Moët Hennessy’s share remains undisclosed. Moët Hennessy brought in Dr. Bill Lumsden, the acclaimed whisky expert behind Glenmorangie and Ardbeg, giving SirDavis genuine credibility and making it far more than another celebrity-endorsed spirit.
By June 2025, the American whisky brand had reportedly moved approximately 30,000 cases that represents roughly 360,000 bottles with a retail value of around $32 million at the original $89 price. More than its monetary value, SirDavis carries deep personal significance for the 44-year-old billionaire. The brand is named after her paternal great-grandfather, Davis Hogue, a farmer and moonshiner in the American South during Prohibition. The whisky that was named Best in Class for American Whiskey at the 2023 SIP Awards, according to Fast Company, did not rely on Beyonce’s reputation to supersede it but rather created its own by being submitted anonymously before its public debut.
Now, the award-winning whisky brand is coming home to Beyoncé, commencing “a new independent chapter” following nearly four years of collaboration with Moët Hennessy across its creation, development and launch. SirDavis is bottled at 44% ABV as a nod to Beyoncé’s favorite number, four, while its ribbed bottle features a bronze horse medallion instead of her name or portrait. Her picture may not literally appear on the bottle, but in essence and history, SirDavis is unmistakably Beyoncé. Interestingly, Beyoncé’s billionaire husband, Jay-Z, went in the opposite direction. He sold Moët Hennessy a 50% stake in his Armand de Brignac Champagne business in 2021, while Beyoncé has now paid the same luxury conglomerate to exit hers.
Originally created as a joint venture with Moët Hennessy, the LVMH division behind names including Dom Pérignon, Hennessy, Moët & Chandon and Veuve Clicquot, SirDavis will now operate as an independent, woman-, family- and Black-owned company entirely under Beyoncé’s control
.
