The singer and entrepreneur has acquired Moët Hennessy’s stake in SirDavis American Whisky, taking full control of the premium whiskey brand launched with the LVMH-owned spirits company in 2024.
Beyoncé has acquired Moët Hennessy’s ownership stake in SirDavis American Whisky, giving her full control of the premium American whiskey brand less than two years after its market debut. The companies did not disclose the financial terms of the transaction or explain the reasons behind the change in ownership.
The deal ends Moët Hennessy’s equity participation in the brand it co-developed with the Grammy-winning artist in August 2024. SirDavis will now operate as a woman-owned, family-owned and Black-owned spirits business under Beyoncé’s sole ownership, according to statements cited by industry publication The Spirits Business.
Part of a Wider Portfolio Review
The transaction comes as Moët Hennessy continues to review parts of its portfolio amid softer demand across segments of the global luxury drinks market. The company has spent the past year focusing on improving profitability while navigating weaker sales in categories such as cognac and Champagne.
A Brand Rooted in Family History
SirDavis was created as a premium American whiskey inspired by Beyoncé’s family history. The brand takes its name from her paternal great-grandfather, Davis Hogue, who reportedly distilled moonshine during the Prohibition era in the United States. The whiskey was developed with Dr. Bill Lumsden, Director of Whisky Creation at Glenmorangie and Ardbeg, alongside SirDavis head blender Cameron George.
The expression is produced from a mash bill of 51% rye and 49% malted barley before being finished in Pedro Ximénez sherry casks. It is distilled, blended and bottled in Texas, positioning the brand within the fast-growing premium American whiskey category.
Distribution Question Marks
Since its launch, SirDavis has expanded beyond the United States into the United Kingdom and selected international travel retail markets through Moët Hennessy’s global distribution network. Neither company has confirmed whether those distribution arrangements will continue following the ownership transfer.
What Full Ownership Means for the Brand
For Beyoncé, full ownership gives her complete control over the brand’s strategy, product development and future expansion. The acquisition also reflects a broader shift in the beverage industry, where celebrity-founded brands are increasingly moving beyond endorsement deals towards long-term ownership and brand building.
The next phase for SirDavis will be defined less by its celebrity founder and more by execution. Industry attention is now likely to focus on whether the brand maintains its international distribution momentum, expands into additional export markets and introduces new expressions under Beyoncé’s sole ownership.
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