Beyoncé has acquired full management of SirDavis, the American whisky model she established two years in the past with LVMH, after the French luxurious items group offered its stake within the enterprise.
LVMH confirmed the sale on Monday however declined to offer additional particulars of the transaction. Monetary phrases weren’t disclosed.
The American pop star created SirDavis in 2024 with Moët Hennessy, the wine and spirits division of LVMH, whose whisky manufacturers embody Ardbeg and Glenmorangie. The model is known as after Beyoncé’s great-grandfather Davis Hogue, who was a “moonshiner” in her residence state of Texas throughout Prohibition.
At launch, Moët Hennessy described SirDavis as a first-of-its-kind three way partnership between the corporate and Knowles-Carter, constructed round a shared imaginative and prescient for the way forward for American whisky.
SirDavis was developed with Invoice Lumsden, the Scottish grasp distiller recognized for his work on Glenmorangie and Ardbeg and a five-time Worldwide Whisky Competitors grasp distiller of the yr. The whisky, which received awards earlier than its launch, has a mash invoice of 51 per cent rye and 49 per cent barley, attracts on Japanese and Scotch types, and is completed, blended and bottled in Houston, Beyoncé’s residence metropolis.
The sale ends LVMH’s involvement within the model lower than two years after its launch. The group’s wines and spirits division recorded a 9.4 per cent fall in gross sales in 2025, in keeping with LVMH’s full-year outcomes, with the corporate citing weak demand in China and the US alongside tariff-related pressures. Final yr the group set out plans to chop round 1,200 jobs at Moët Hennessy, about 10 per cent of the division’s workforce.
In addition to wine and spirits, LVMH owns Louis Vuitton and Dior. The corporate is run by Bernard Arnault, France’s richest particular person.
Beyoncé, a whisky fanatic, is certainly one of quite a lot of celebrities to have developed, expanded and in some circumstances offered spirits manufacturers, a gaggle that features her husband Jay-Z, David Beckham and Dwayne “the Rock” Johnson.
In 2017 Diageo, the world’s largest spirits group, agreed to pay as much as $1 billion for Casamigos, the tequila model co-founded by the actor George Clooney in 2013, comprising $700 million upfront and an additional $300 million linked to efficiency over ten years.
The variety of celebrity-backed tequilas has grown lately, with Kendall Jenner and Matthew McConaughey launching their very own manufacturers. In 2020 Diageo acquired Aviation American Gin, part-owned by the actor Ryan Reynolds.
Jamie Younger
Jamie Younger is Senior Reporter at Enterprise Issues, protecting SME finance, employment regulation and Westminster coverage since 2016. He has reported on each Funds and Autumn Assertion since 2018, helped make sense of the ‘covid period’ and the bounce-back mortgage scheme from launch via the fraud investigations, and broke the journal’s protection of the 2024 late-payment reforms. He joined Enterprise Issues straight from finishing his BA in Administration from Exeter College and is NCTJ-qualified. Attain him at jyoung@cbmeg.co.uk
