Celebrating One Year of SirDavis: Beyoncé's Innovative Whiskey Launch Event

Celebrating One Year of SirDavis

Beyoncé Knowles-Carter is making waves in the spirits industry with her unique American whiskey, SirDavis, produced in collaboration with Moët Hennessy, a subsidiary of LVMH. As September 4, 2025, marks the first anniversary of its launch, celebrations are set to kick off on the same day, which also happens to be Beyoncé's birthday. Across three prestigious Tokyo venues—TOH, The Courtside Club Toranomon, and TRUNK (LOUNGE)—pop-up bars will feature exclusive SirDavis cocktails and special events throughout the month.

SirDavis is not just any whiskey; it embodies a unique flavor profile meticulously crafted to reflect Beyoncé's vision of the perfect spirit. Drawing inspiration from her Japanese whiskey-loving roots, the brand pays homage to Davis Hogg, Beyoncé's great-grandfather, who was involved in moonshining during Prohibition in the southern United States. The whiskey's name, SirDavis, is a tribute to family heritage mixed with a modern twist, creating a narrative of honor and innovation.

Beyoncé expressed her thoughts on whiskey, stating, “I’ve always been captivated by the power and confidence I feel when enjoying quality whiskey, and I wanted more people to experience this world. Knowing my great-grandfather was a moonshiner confirmed my love for whiskey was fated.” Her partnership with Moët Hennessy has successfully resulted in a whiskey that respects tradition while offering consumers a truly unique tasting experience. “Words can’t capture it all, so please come and taste for yourself. Welcome to the world of SirDavis.”

Pop-Up Bar Details

1. TOH
Located in the heart of Shibuya, TOH is a listening bar where owner COMBO curates an exceptional music selection, enjoyed through world-class audio equipment. During the pop-up, special cocktails inspired by Beyoncé will be served.
- Dates: September 4 (Thu) - September 30 (Tue)
- Hours: Tue - Sat, 18:00 - 25:00
- Address: Shibuya area (Reservations via DM on social media)
- Instagram: @toh_listening_bar

2. The Courtside Club Toranomon
This social club offers a sophisticated escape in the city and opened last year. Enjoy the world of SirDavis alongside Beyoncé's music in a sleek, stylish setting.
- Dates: September 4 (Thu) - September 30 (Tue)
- Hours: Mon - Fri, 17:30 - 27:00
- Address: 1-12-11 Toranomon, Toranomon First Building, Minato, Tokyo
- Instagram: @csc.toranomon

3. TRUNK (LOUNGE)
As the lobby lounge of TRUNK (HOTEL) CAT STREET, this venue serves as a community hub for both local and international guests. It will offer exclusive cocktails during the pop-up and also features a SirDavis Night event on September 11.
- Dates: September 4 (Thu) - September 30 (Tue)
- Special Event: SirDavis Night on September 11
- Hours: Sun - Thu 17:00 - 23:00, Fri - Sat 17:00 - 24:00
- Address: 5-31 Jinguumae, Shibuya, TRUNK (HOTEL) CAT STREET 1F
- Website: catstreet.trunk-hotel.com

Craftsmanship Behind SirDavis

Dr. Bill Lumsden, one of the world’s most respected master distillers known for his work with Glenmorangie and Ardbeg, has overseen the creation of SirDavis. The whiskey is made using a rare mash bill featuring 51% rye and 49% malted barley, presenting a flavor profile that intertwines the warm spices common in classic American rye with elements reminiscent of Japanese and Scotch whiskies. The use of unique ingredients and secondary maturation in sherry casks contributes to its bold and refined character. Dr. Lumsden stated, “We aimed to challenge conventions in the category with SirDavis, creating something truly new. The unique choice of raw materials and uncommon secondary cask maturation has resulted in a taste that is both daring and sophisticated.”

Beyoncé has also played a role in the artistic direction of the bottle, ensuring that the design aligns with the luxurious identity of the brand. The tall bottle features distinctive grooves and a striking black medallion adorned with a bronze horse emblem, symbolizing strength and her Texan roots. The whiskey itself is available at various high-end hotels, restaurants, and bars in Tokyo, as well as through the Moët Hennessy official Yahoo store.

Product Overview

- Product Name: SirDavis Signature
- Volume: 700ml
- Alcohol Content: 44%
- Aging Barrels: American Oak, Sherry Casks

Tasting Notes:

- Color: Rich mahogany to copper
- Aroma: Fresh Seville orange with toffee buttercream notes, layered with classic barrel spices and cloves intertwined with cinnamon and bold red fruit flavors
- Flavor: The use of the unique mash bill combined with secondary fermentation in sherry casks produces a silky, layered texture showcasing rich red fruits and spices like cloves and cinnamon

With multiple accolades, including a Double Gold at the 2025 New York International Spirits Competition and a Gold at the 2024 Proof Awards, SirDavis stands as a testament to Beyoncé Knowles-Carter’s pioneering spirit in the whiskey realm.

For the latest updates, check out their Instagram account: SirDavis.

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