Beyoncé has released a new promo video for her whisky brand, SirDavis American Whisky, which is as much a celebration of the libation as it is of the star herself.
The ad appeared on Bey’s Instagram page on Sunday afternoon (September 22), a little less than three weeks after the brand became available to purchase online and at retail stores, and about one month since its pre-order period began.
In the video, soundtracked by Betty Davis’ “They Say I’m Different,” the singer and entrepreneur is seen first getting her hair done for a photo shoot, then emerging from a backstage area with a completely different look. She is then seen unwinding in a dressing room, before later appearing on a jet and on a ranch setting, dressed down in jeans and a tank top.
Between the clip’s various scenes, the words “The Muse,” “The Founder,” and “The Woman” quickly flash on screen over an off-white background.
Beyoncé announced the launch SirDavis in collaboration with Moët Hennessy in August– and it has deep ties to her family history.
The new whisky line pays homage to the superstar’s paternal great-grandfather Davis Hogue, who she recently learned was a farmer and a moonshiner in the American South during Prohibition.
“I’ve always been drawn to the power and confidence I feel when drinking quality whisky and wanted to invite more people to experience that feeling,” she said in a statement. “When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated. SirDavis is a way for me to pay homage to him, uniting us through a new shared legacy.
“In partnering with Moët Hennessy, we have crafted a delicious American whisky that respects tradition but also empowers people to experience something new and unique in the category. You can taste it better than I could ever tell you — welcome, SirDavis.”
And as a nod to her roots, SirDavis is fully finished, blended, bottled and headquartered in Beyoncé’s Houston hometown – making for Moët Hennessy’s first spirits brand developed entirely in the United States.
Each bottle has a price point of $89 and is now available nationwide.
