Wine & Spirits

Beyoncé Regains Control of Her SirDavis Whisky Brand

By Eva Morletto10 août 2026

The American singer has bought out Moët Hennessy’s stake in the whisky brand she founded in 2024, bringing to an end an unusual collaboration between one of the world’s biggest stars and LVMH’s wines and spirits division. The financial terms of the deal have not been disclosed.

Distilled in Indiana, the whisky SirDavis combines 51 per cent rye and 49 per cent malted barley, with the aim of creating a dialogue between American and Scottish traditions, whilst borrowing certain elements from Japanese whiskies (SirDavis)

The singer’s full takeover is significant because SirDavis represented an unusual project for Moët Hennessy. Rather than acquiring an established brand, LVMH’s wines and spirits division had, in fact, helped to build the brand from the ground up. For SirDavis and Moët Hennessy, the aim was ambitious: to go beyond the ‘celebrity endorsement’ effect to create a genuine asset in the world of premium spirits.

A Brand Built on Heritage and Expertise

SirDavis whisky draws inspiration from Beyoncé’s family history. The brand pays tribute to her paternal great-grandfather, Davis Hogue, a farmer and moonshiner in the southern United States during the Prohibition era. To lend the product credibility, Moët Hennessy enlisted Bill Lumsden, creative director of Glenmorangie and Ardbeg whiskies.

Distilled in Indiana, the whisky combines 51 per cent rye and 49 per cent malted barley, with the aim of creating a dialogue between American and Scottish traditions, whilst borrowing certain elements from Japanese whiskies. In France, the bottle retails for around 89 euros.

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Moët Hennessy Refocuses its Investments

By 2026, however, the objectives for the two players involved had changed. The arrival of Jean-Jacques Guiony as head of Moët Hennessy in February 2025 marked the start of a period of refocusing. After several years of expansion, the division now finds itself in a more challenging economic climate, with post-Covid consumption returning to normal, a slowdown in certain strategic markets and, overall, less buoyant demand for premium wines and spirits.

Against this backdrop, Moët Hennessy’s priority is no longer to expand its portfolio of projects, but rather to streamline its investments and refocus on key assets.

The withdrawal from SirDavis therefore appears to be a portfolio management decision rather than a rejection of the brand. For Beyoncé, however, the move follows the opposite logic. By taking full ownership of the brand, the artist gains complete strategic freedom over its development, distribution and image. With SirDavis, Beyoncé is making a definitive shift from the status of brand ambassador and partner to that of entrepreneur – a move that seems to be attracting an increasing number of figures from the world of celebrity, from Victoria Beckham to Kim Kardashian.

Key Points:
- Beyoncé is acquiring 100 per cent of SirDavis, bringing to an end the partnership launched in 2024 with Moët Hennessy, the financial terms of which have not been disclosed.

- Moët Hennessy’s withdrawal is part of a strategy to refocus its portfolio, as LVMH’s wines and spirits division seeks to streamline its investments in a less dynamic luxury market.

- With full control of SirDavis, Beyoncé’s status has changed: from a celebrity associated with a spirits brand, she has become a full-fledged entrepreneur, taking control of the brand’s strategy, distribution and development.

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