Beyoncé has taken full ownership of SirDavis American Whisky. Two years after launching the brand in a joint venture with Moët Hennessy, LVMH's wines and spirits division, she has acquired the group's stake to become sole owner. The move, first reported by The Spirits Business on July 28, makes SirDavis woman-, family-, and Black-owned. Financial terms were not disclosed.
The direction of the deal is the story. Celebrity spirits brands almost always travel one way: a star lends a name and an early stake, the brand scales, and the conglomerate consolidates ownership. Here it ran in reverse. Beyoncé did not sell into LVMH; she bought LVMH out. For a brand built on her own family's history, full control is the whole point.
SirDavis is named for Davis Hogue, Beyoncé's paternal great-grandfather, a farmer and moonshiner in the American South during Prohibition. Launched in 2024, it is a rye-forward American whisky built on an uncommon mash bill of 51% rye and 49% malted barley, aged in new American oak and finished in Pedro Ximénez sherry casks in Texas. It was created with Dr. Bill Lumsden, the master distiller behind Glenmorangie and Ardbeg, and it is blended and bottled in Houston, Beyoncé's hometown.
“Celebrity spirits usually end with the conglomerate buying out the star. This one ended the other way.”
Sole ownership resets what the brand is. A spirit that honors a Black family's moonshining legacy is now wholly owned by that family, inside an industry where Black ownership at this tier is vanishingly rare. SirDavis joins a short list of Black-owned spirits brands operating at national scale, and it does so with its founder holding all of it.
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