A whisky brand created through a partnership between Beyoncé and one of the world’s biggest luxury companies now has a single owner.
LVMH confirmed on Monday, August 10, that it had sold its stake in SirDavis to Beyoncé, giving the superstar full ownership of the whisky brand. This means Beyoncé now has full ownership of the brand for the first time since its 2024 launch. The company did not reveal the value of the deal or explain why it decided to step away from the partnership.
The public details are clear. SirDavis was launched as a joint venture between Beyoncé and Moët Hennessy, LVMH’s wine and spirits division, and it is now fully controlled by Beyoncé.
The questions surrounding the timing of the sale, the financial terms, and LVMH’s decision to exit remain unanswered.
LVMH Confirms SirDavis Sale but Keeps Deal Details Private
LVMH’s announcement confirmed reports that had already circulated in whisky and business publications, but the company offered few details about the transaction.
According to reporting by Reuters, LVMH confirmed that Beyoncé had acquired full control of SirDavis after the luxury group sold its stake in the brand. The company did not disclose the purchase price or reveal the size of the stake it previously held.
The lack of financial information means key parts of the agreement remain unknown. Neither side has publicly explained how the transaction was structured or what prompted LVMH to end its involvement in a brand it helped launch just two years earlier.
The sale marks a major shift for SirDavis, moving the whisky from a partnership between a global luxury company and a celebrity founder into a fully independent brand under Beyoncé’s ownership.
SirDavis Was Built as a Partnership, Not a Traditional Celebrity Licensing Deal
SirDavis followed a different path from many celebrity-backed products because it was developed jointly from the beginning rather than created through a simple licensing agreement.
When the brand launched in 2024, Beyoncé partnered with Moët Hennessy to develop a whisky that reflected her personal interest in the category and the company’s goal of expanding its presence in American spirits.
Reports said Beyoncé had approached Moët Hennessy about creating a whisky influenced by her appreciation for Japanese whisky, while the company was also exploring opportunities in the American whisky market.
That process made SirDavis different from celebrity products, where a famous name is attached to an existing brand. LVMH was involved in creating the whisky’s identity, production strategy, and positioning before eventually selling its stake.
Now, the same brand moves forward without the luxury group that helped bring it to market.
A Whisky Brand Built Around Beyoncé’s Family History
SirDavis was named after Beyoncé’s great-grandfather, connecting the brand’s identity to her family story rather than a traditional distillery heritage.
The whisky’s name comes from her great-grandfather, Davis Hogue. Hogue has been described as someone who secretly stored whisky bottles during Prohibition in the American South, a piece of family history that became part of the brand’s foundation.
The whisky itself is distilled by MGP Ingredients in Indiana before being finished, blended, and bottled in Houston, Texas.
SirDavis features a mash bill of 51% rye and 49% malted barley. The blend was developed by whisky-creation director Dr. Bill Lumsden, known for his work with Glenmorangie and Ardbeg, alongside SirDavis head blender Cameron George and Beyoncé.
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The Journey From Collaboration to Full Ownership
The transition to full ownership followed several years of development and came during a challenging period for LVMH’s wider wine and spirits business.
The origins of SirDavis trace back to 2022, when Beyoncé and Moët Hennessy began developing the concept before introducing the brand publicly in August 2024.
The whisky launched with an $89 price tag and became available in the United States, selected American airports, and retailers in cities including London, Paris, and Tokyo.
The timing of the sale comes after pressure on LVMH’s Wines & Spirits division. In 2025, the division reported a 5% decline in organic revenue and a 25% drop in recurring operating profit. The company said those challenges were due to trade tensions affecting major markets.
By late July 2026, trade publications had begun reporting that Beyoncé was moving toward full ownership. LVMH officially confirmed the sale on August 10.
Beyoncé’s Team Describes the Sale as a New Chapter
The only verified statement from Beyoncé’s side presented the ownership change as the beginning of a new phase for the brand.
According to reports, a spokesperson for Beyoncé said the transaction opens an independent chapter after nearly four years of collaboration with Moët Hennessy. The spokesperson also described SirDavis as becoming a “woman-, family-, and Black-owned company.”
At the brand’s 2024 launch, Beyoncé spoke about her love for whisky and said it gave her “the power and confidence I feel when drinking quality whisky,” according to The Drinks Business. That statement came before the ownership change but remains one of her clearest public comments about her relationship with the product.
What SirDavis Ownership Means for Customers
For consumers who already own a bottle of SirDavis, little appears to be changing immediately.
No announcement has addressed whether pricing, distribution, production methods, or the whisky’s Houston finishing and bottling process will change under Beyoncé’s full ownership. The biggest difference is who controls the brand’s future decisions.
SirDavis began as a collaboration between a global luxury company and one of the world’s most recognizable entertainers. It now enters its next stage as an independent company fully owned by Beyoncé.
The whisky that bears her great-grandfather’s name and draws inspiration from family history now belongs entirely to the person who helped create it.
What would make you more likely to trust a celebrity-owned product, and how much should the celebrity’s involvement in the company matter?
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