Moët Hennessy Louis Vuitton (LVMH) has entered a partnership with entertainer Beyoncé Knowles-Carter to launch American whiskey brand SirDavis.
The SirDavis whiskey is a blend of 51% rye and 49% malted barley finished in sherry casks.
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While the whiskey is produced and sourced from a distillery in the state of Indiana, the final product is finished, blended and bottled in Texas. It is being marketed as a ‘whisky’ with no ‘e’.
The Hennessy Cognac and Glenmorangie Scotch whisky maker said it had been exploring ways to “deepen” its presence in the US whiskey market and called the Beyoncé Knowles-Carter partnership timing “kismet”.
“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,” SirDavis founder Beyoncé Knowles-Carter said in a statement.
“When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated. SirDavis is a way for me to pay homage to him, uniting us through a new shared legacy.”
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By GlobalDataSirDavis is being marketed in the US, Japan, France and the UK. Its retail price is $89.
LVMH tasked Bill Lumsden to create the blend. Lumsden had previously worked on the group’s Glenmorangie and Ardbeg Scotch whisky brands.
In the first half of 2024, the luxury-goods producer’s Wines & Spirits unit saw revenues drop 9% organically to €2.8bn ($3bn). The division’s profit from recurring operations was down 26% at €777m.
LVMH’s group first-half revenues declined 1% year on year to €41.6bn. The group’s net profits were down 14% to €7.2bn.
In its full year 2023, LVMH generated revenue of €86.2bn ($93.63bn), which amounted to an organic increase of 13%.
Profit from recurring operations stood at €22.8bn for 2023, up 8%. Group share of net profit amounted to €15.bn, also an increase of 8%.
However, the revenue from LVMH’s wine and spirits division fell 7% in 2023 to €7.1bn and was down 4% organically.
