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Beyoncé has acquired full control of SirDavis, the American whisky brand she established two years ago with LVMH, after the French luxury goods group sold its stake in the venture.
LVMH confirmed the sale on Monday but declined to provide further details of the transaction. Financial terms were not disclosed.
The American pop star created SirDavis in 2024 with Moët Hennessy, the wine and spirits division of LVMH, whose whisky brands include Ardbeg and Glenmorangie. The brand is named after Beyoncé’s great-grandfather Davis Hogue, who was a “moonshiner” in her home state of Texas during Prohibition.
At launch, Moët Hennessy described SirDavis as a first-of-its-kind joint venture between the company and Knowles-Carter, built around a shared vision for the future of American whisky.
SirDavis was developed with Bill Lumsden, the Scottish master distiller known for his work on Glenmorangie and Ardbeg and a five-time International Whisky Competition master distiller of the year. The whisky, which won awards before its release, has a mash bill of 51 per cent rye and 49 per cent barley, draws on Japanese and Scotch styles, and is finished, blended and bottled in Houston, Beyoncé’s home city.
The sale ends LVMH’s involvement in the brand less than two years after its launch. The group’s wines and spirits division recorded a 9.4 per cent fall in sales in 2025, according to LVMH’s full-year results, with the company citing weak demand in China and the US alongside tariff-related pressures. Last year the group set out plans to cut around 1,200 jobs at Moët Hennessy, about 10 per cent of the division’s workforce.
As well as wine and spirits, LVMH owns Louis Vuitton and Dior. The company is run by Bernard Arnault, France’s richest person.
Beyoncé, a whisky enthusiast, is one of a number of celebrities to have developed, expanded and in some cases sold spirits brands, a group that includes her husband Jay-Z, David Beckham and Dwayne “the Rock” Johnson.
In 2017 Diageo, the world’s largest spirits group, agreed to pay up to $1 billion for Casamigos, the tequila brand co-founded by the actor George Clooney in 2013, comprising $700 million upfront and a further $300 million linked to performance over ten years.
The number of celebrity-backed tequilas has grown in recent years, with Kendall Jenner and Matthew McConaughey launching their own brands. In 2020 Diageo acquired Aviation American Gin, part-owned by the actor Ryan Reynolds.
