LVMH: a new whisky created with Beyoncé

(CercleFinance.com) - Moët Hennessy, a subsidiary of the LVMH group, announced on Tuesday that it had teamed up with US singer Beyoncé to create SirDavis, a new American whisky brand.


LVMH's champagnes and spirits division says that Beyoncé herself approached it to help create a unique whisky in tribute to Davis Hogue, the artist's great-grandfather, a farmer and whisky smuggler who lived in the southern US.

Moët Hennessy, which is looking to expand in the American whisky market, says that it immediately took up the project.

This is Moët Hennessy's first spirits brand to be developed entirely in-house in the US, with headquarters in Houston, Texas.

To orchestrate this creation, Moët Hennessy called on Dr. Bill Lumsden, a master distiller known for his work on the Glenmorangie and Ardbeg Scotch whisky brands.

Lumsden selected a grain blend of 51% rye and 49% malted barley, a combination reminiscent of Japanese and Scotch whiskies while retaining the typical flavours of American rye.

The SirDavis bottle - with a recommended retail price of 89 euros - is available for pre-order on the SirDavis.com website, ahead of a launch in restaurants and cellars in Paris, London and Tokyo, as well as across the US and in selected international airports in September.


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