Beyoncé Acquires Full Control of SirDavis Whisky Brand from LVMH
The pop superstar has bought out the luxury goods group's stake in the Texas-based spirits company.
Beyoncé has taken full ownership of her whisky brand, SirDavis, after French luxury conglomerate LVMH sold its stake back to the artist. The terms of the transaction were not disclosed.
SirDavis whisky, named in honor of Beyoncé's great-grandfather Davis Hogue, a Prohibition-era moonshiner, was initially launched as a joint venture with LVMH's wine and spirits division in 2024. LVMH confirmed the sale of its stake but provided no further details.
The development of SirDavis involved Dr. Bill Lumsden, director of whisky creation at Glenmorangie and Ardbeg, collaborating with the brand's head blender and Beyoncé herself. The whisky is finished, blended, and bottled in Texas, Beyoncé's home state.
This move places Beyoncé among other celebrities who have capitalized on the demand for high-end spirits. Her husband, Jay-Z, sold a 50 percent stake in his Armand de Brignac champagne brand to LVMH in 2021. Similarly, George Clooney's Casamigos tequila was sold for $1 billion to Diageo in 2017, and Ryan Reynolds' Aviation American Gin was acquired by the same company three years later.
LVMH's wine and spirits division, Moët Hennessy, has recently shown signs of recovery. The company reported encouraging sales for champagne after a period of slowing demand. Cognac sales have also improved, boosted by the introduction of a ready-to-serve cocktail range. Organic revenue for the division increased by 5 percent in the first half of the year.
Globally, LVMH noted a significant increase in demand for its high-priced apparel and handbags in the United States, while sales in Europe remained stable. The company stated that business activity improved gradually, despite the impact of the conflict in the Middle East.