Beyonce Takes Full Control of SirDavis After Buying Out LVMH Stake
Beyonce has taken full ownership of SirDavis, the whisky brand she launched with luxury group LVMH’s Moët Hennessy in 2024.
LVMH confirmed on Monday, August 10, that it had sold its stake in the business to the American singer. The company did not disclose the value of the transaction or provide further details on the terms of the sale.
SirDavis began as a joint venture between Beyoncé and Moët Hennessy. When the brand was introduced in August 2024, LVMH described the partnership as part of its effort to strengthen its presence in the American whisky market.
The brand is headquartered in Houston, Texas, and takes its name from Beyoncé’s paternal great-grandfather, Davis Hogue, whom the company describes as a farmer and moonshiner in the American South during Prohibition.
Beyoncé approached Moët Hennessy during the development of the brand, with master distiller Dr. Bill Lumsden also involved in creating it. LVMH said at launch that SirDavis was the first spirits brand developed entirely internally by Moët Hennessy in the United States.
The latest deal changes that relationship. What began as a partnership between one of the world’s biggest entertainers and one of luxury’s biggest groups will now operate under Beyoncé’s full ownership.
No reason for LVMH’s exit has been publicly confirmed, and the financial terms remain private. Any suggestion about the commercial performance of SirDavis or the reasons behind the sale would therefore be speculation at this stage.
For Beyoncé, the acquisition adds another fully controlled business to a portfolio that has increasingly extended beyond music. For the wider celebrity-brand market, the deal is notable because it moves SirDavis from the familiar endorsement-and-partnership model into direct ownership.
