Beyoncé has taken full control of her whisky brand SirDavis after French luxury goods group LVMH sold its stake to the popstar.
SirDavis whisky, named after Beyoncé’s great-grandfather Davis Hogue, a moonshiner during Prohibition, was launched as a joint venture with LVMH’s wine and spirits division in 2024.
LVMH confirmed today it had sold its stake in SirDavis but declined to provide any further details.
SirDavis was developed by Dr Bill Lumsden, director of whisky creation at Glenmorangie and Ardbeg, working alongside SirDavis’s head blender and Beyoncé herself. It is finished, blended and bottled in Beyoncé’s home state, Texas.
The singer has followed in the footsteps of other celebrities who have cashed in on the demand for luxury spirits.
Beyonce has bought full control of her SirDavis whisky brand after LVMH offloaded its stake
Her rapper husband, Jay-Z, sold a 50 per cent stake in his Armand de Brignac champagne brand to LVMH in 2021.
George Clooney sold his Casamigos tequila brand for $1billion to drinks giant Diageo in 2017. The firm also bought Ryan Reynolds’ Aviation American Gin three years later.
LVMH’s drinks business, Moët Hennessy, has staged a tentative recovery this year, with sales of champagne showing ‘encouraging signs’ after two years in which it has faced slowing demand.
The French group said cognac had also shown signs of improvement with the launch of its Hennessy ready-to-serve cocktail range.
Organic revenue in the division rose 5 per cent during the first six months of the year.
Elsewhere, the company run by billionaire Bernard Arnault said there had been a ‘rapid acceleration’ in demand for its expensive clothes and handbags in the US. But sales in Europe were flat.
The group said it ‘saw business activity improve gradually despite the impact of the conflict in the Middle East’.
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Beyoncé buys full control of her whisky brand SirDavis from LVMH