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Beyoncé is venturing into the world of spirits with a new rye whiskey called SIRDAVIS. A folder titled "SIRDAVIS" was discovered on the megastar and business giant's official media website on August 19, 2024. It served as a hint at the surprise development. It featured an image of a dark liquor bottle clad with a horse emblem on the label. The revelation has ignited curiosity among fans, with many looking forward to discovering more.
Here's what we know about Beyoncé's SIRDAVIS:
The Alcohol and Tobacco Tax and Trade Bureau (TTB) has offered some insights into the secretive product. According to TTB filings, which are public information, SIRDAVIS is a rye whiskey. It is a type of whiskey distilled from a mashbill containing at least 51% grains of rye. Gulf Coast Distillers filed the label for the whiskey. The company is based in Houston, Texas-- Beyoncé's hometown. Such a connection has only fueled speculations among fans.
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A Beyoncé fan account, @B7album, took to X to share an image showing a SIRDAVIS bottle. In what was seemingly a tasting event, the partially visible fact sheet in the image suggests that the mashbill includes malted barley. Such an ingredient is common when it comes to the production of whiskey. Furthermore, the word "maturation" was partially visible. This indicates that the whiskey could have been finished in a secondary cask.
As per the label on the bottle, it looks like the whiskey was "finished, blended and bottled in Texas." Notably, though, there is no mention of where exactly the whiskey was distilled. Such an omission begs the question of where the whiskey itself was produced-- whether it was in Texas or elsewhere.
Moët Hennessy SAS owns the trademark for SIRDAVIS. It is a luxury alcohol brand whose portfolio includes several prestigious labels. This includes Hennessy, Moët Champagne, and Ardbeg. Moët Hennessy applied for the trademark in June 2022. In 2021, the company acquired a 50% stake in Armand De Brignac. This is a Champagne brand owned by Jay-Z, Beyoncé's husband.
Apart from the whiskey itself, SIRDAVIS LLC has also filed trademarks for phrases like "THE FUTURE OF WHISKEY IS HERE" and "CALL ME SIR." This may suggest the possibility of the brand venturing into clothing and accessories. Such a move means that the brand SIRDAVIS could encompass a wide range of products.
Notably, the first TTB filing for SIRDAVIS was done under the name Still Austin. This is an indie distillery based out in Texas. The filing was done in November 2023. However, By January 2024, Gulf Coast Distillers was granted approval for the same label. This indicates a possible shift in production plans. This shift also begs the question of why the pop star might have shifted from one Texas distillery to another. Thus far, the reasons remain under wraps.
According to the brand's official website, the name SIRDAVIS honours Davis Hogue. During the prohibition, Hogue, Beyoncé's paternal great-grandfather, was a farmer and moonshiner. The "Sir" in SIRDAVIS is a nod to the respect he was owed but was denied due to the racial inequalities of the time.
"SIRDAVIS is crafted with the utmost respect for tradition while also breaking the rules," the website states.
It also reveals that the whiskey undergoes two rounds of ageing. First, it's done in American oak barrels and then in sherry casks. This also suggests a more elaborate flavour profile resulting from the additional ageing process. The whiskey is non-chill-filtered. This means it retains the oils and esters, contributing to its texture and flavour.
The choice to spell "whisky" without an "e" was deliberate. The move aligns with the traditions seen in Japanese and Scottish whiskies. This contrasts the more common American spelling of "whiskey."
While social media may be buzzing with anticipation, Beyoncé has yet to announce the launch of SIRDAVIS. The brand's headquarters in Houston is reportedly slated to open its doors to the public in 2025. In the meantime, fans and whiskey aficionados alike are looking forward to further details, such as the official release date and the flavour profile.
