Pop star Beyoncé has bought out French luxury giant LVMH to become the sole owner of her American whiskey brand, SirDavis, according to confirmation from the luxury conglomerate to Reuters. The buyout shifts full control of the spirits label to the artist two years after the initial partnership began in 2022 and one year following the brand’s commercial launch in 2024.
LVMH Buyout and Corporate Growth
According to Reuters, LVMH confirmed the transaction on Monday, though neither party disclosed the final purchase price or the exact size of the stake LVMH previously held. The move comes as the wine and spirits division of LVMH, Moët Hennessy, experiences a broader period of financial recovery. Financial data shows the division generated a 5 percent organic sales growth in the first half of the year, alongside an 11 percent increase in operating profit reaching 582 million euros, which outperformed analyst forecasts.
Moët Hennessy originally developed SirDavis from the ground up in the United States, positioning its headquarters in Houston, Texas, before expanding distribution into international markets such as Asian tax-free retail. While LVMH has exited its ownership in SirDavis, the luxury group maintains ties to the family through Armand de Brignac. LVMH acquired a 50 percent stake in that champagne brand in 2021, a label built up by Beyoncé’s husband, Jay-Z.
Product Craftsmanship and Family Heritage
SirDavis draws its name from Beyoncé’s great-grandfather, Davis Hogue, who operated as an illicit moonshiner in Texas during the Prohibition era, as reported by E24. The liquid itself was formulated in collaboration with master distiller Bill Lumsden, a five-time winner at the International Whisky Competition, according to Bloomberg data.
The product bridges multiple global distilling traditions. It is classified as an American whiskey infused with flavor profiles traditionally found in Japanese and Scotch whiskies. Production involves finishing the spirit in Pedro Ximenez sherry casks—barrels previously used to age a sweet sherry wine—which imparts tasting notes of dark red berries, cloves, and cinnamon.
Celebrity Investments in the Alcohol Sector
Did you know? Beyoncé joins a growing roster of high-profile artists and actors taking equity positions in major alcohol brands, mirroring business models established by peers across the entertainment industry.
Celebrity involvement in the beverage alcohol market has yielded several massive corporate acquisitions over the past decade. Actor Ryan Reynolds acquired an ownership stake in Aviation Gin in 2018. Two years later, industry giant Diageo purchased the gin brand and the rest of Davos Brands in a transaction valued at up to 610 million dollars, with Reynolds retaining a continued financial interest.
Diageo executed a similarly large acquisition in 2017 by purchasing Casamigos, a tequila brand co-founded by actor George Clooney, for up to one billion dollars. Other notable figures, including musician Jay-Z and athlete Dwayne “The Rock” Johnson, maintain prominent stakes in competing spirits and champagne ventures.
Frequently Asked Questions
Who founded SirDavis?
SirDavis was developed by Beyoncé in partnership with Moët Hennessy and master distiller Bill Lumsden, with its name honoring her great-grandfather, Davis Hogue.
What type of whiskey is SirDavis?
SirDavis is an American whiskey inspired by Scotch and Japanese whisky styles, aged in Pedro Ximenez sherry casks.
Did LVMH sell its entire stake in SirDavis?
Yes. According to Reuters, Beyoncé bought out LVMH’s ownership share to become the sole owner of the brand.
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