Beyoncé’s alleged new whiskey ‘SIRDAVIS’: Everything we know so far

On Monday, Beyoncé fans discovered a new addition to the artist's media website: a folder titled "SIRDAVIS," featuring an image of a bottle of dark liquor with a horse emblem on the label. 

This sparked speculation about Beyoncé's possible venture into the whiskey industry. Publicly available information from the Alcohol and Tobacco Tax and Trade Bureau (TTB) has shed some light on this mysterious product. 

According to TTB filings, "SIRDAVIS" is a rye whiskey, meaning it is distilled from a mashbill containing at least 51% rye grains. The label for this whiskey was filed by Gulf Coast Distillers, based in Houston, Texas—Beyoncé's hometown.

An image shared by a Beyoncé fan account on X, B7album, showed a bottle of "SIRDAVIS" seemingly at a tasting event. The partially visible fact sheet suggests that the mashbill includes malted barley, a common ingredient in whiskey production. 

The fact sheet also hints that the whiskey might have been finished in a secondary cask, as suggested by the partially visible word “maturation” on the sheet.

The label indicates that the whiskey was "finished, blended & bottled in Texas," but there is no mention of where the whiskey was initially distilled. This omission leaves questions about the origins of the whiskey itself.

Interestingly, the trademark for "SIRDAVIS" is owned by Moët Hennessy SAS, which applied for it in June 2022. Moët Hennessy is known for luxury alcohol brands like Hennessy, Moët Champagne, and Ardbeg. 

In 2021, the company purchased a 50% stake in Armand de Brignac, the Champagne brand owned by Jay-Z, Beyoncé's husband.

In addition to the whiskey, SIRDAVIS LLC has filed trademarks for phrases like "THE FUTURE OF WHISKY IS HERE" and "CALL ME SIR," indicating that the brand may extend beyond alcohol into clothing and accessories.

The first TTB filing for "SIRDAVIS" was by Still Austin, a distillery in Texas, in November 2023. However, in January of this year, Gulf Coast Distillers received approval for the same label, indicating a possible change in production plans.

As of now, it remains unclear when Beyoncé will officially announce the launch of "SIRDAVIS." However, the full label and additional details are expected to be available soon via the TTB.

Sources include information from Beyoncé’s media website, TTB filings, and Moët Hennessy’s trademark records.