Beyoncé Buys Out LVMH for Control of SirDavis Whisky: Reports
Beyoncé has bought a controlling stake in her premium rye whisky brand SirDavis from LVMH's Moët Hennessy, according to multiple press reports confirmed by the luxury group on Monday 10 August. The move gives the singer greater ownership and control over the label she launched in partnership with the French conglomerate, at a time when celebrity-backed spirits deals remain popular even as the wider American whiskey market grapples with oversupply and shifting drinking habits among younger consumers.
SirDavis launched in September 2024, taking its name and inspiration from Beyoncé's paternal great-grandfather, a successful moonshine maker during Prohibition. The American-made whisky blends grains typically used in Japanese whisky and Scotch, and drops the "e" from its spelling in a nod to Scottish tradition. Billboard said it could not independently verify the reports, and representatives for LVMH and Beyoncé's Parkwood Entertainment did not respond to requests for comment. The deal continues a trend of musicians entering the whiskey business, following ventures by Bob Dylan, Drake and A$AP Rocky; LVMH also has ties to Beyoncé's husband Jay-Z through his Armand de Brignac champagne partnership.
- Beyoncé takes controlling stake in SirDavis whisky from LVMH
- Brand launched 2024, honours her moonshine-maker great-grandfather
- Deal unconfirmed independently; part of wider celebrity whiskey trend
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Beyoncé's SirDavis is a premium American whisky she launched in September 2024, named after her paternal great-grandfather, who made moonshine during Prohibition. It was created in partnership with LVMH's Moët Hennessy division, part of the French luxury conglomerate that also owns brands like Louis Vuitton and Dom Pérignon, and blends grains more commonly used in Japanese and Scotch whisky production.
Celebrity-backed drinks brands have become increasingly common, with musicians such as Bob Dylan, Drake and A$AP Rocky all launching their own whiskey ventures in recent years. LVMH has existing links to Beyoncé's family through her husband Jay-Z, whose Armand de Brignac champagne label is also tied to the group. The wider American whiskey market has meanwhile been dealing with oversupply and changing habits among younger drinkers.
This context matters because any shift in ownership of SirDavis would affect how much control Beyoncé has over the brand's direction, and would be notable given LVMH's broader involvement in celebrity-linked drinks businesses.