BEYONCE: Slinging Whisky

Beyonce is in focus in a new video for her new SirDavis American Whisky brand.

The celebrity spirit brand launched earlier this month, and she’s wasting no time using her name and face to get the word out. The video feels like behind-the-scenes of a day in the life of a jetsetter like Cowboy Carter. You can see her getting her hair done for a photo shoot, unwinding in the dressing room, flying on a private plane, and down on the ranch chilling. Words on screen remind viewers every bottle is on shelves because of Beyonce, calling her “The Muse,” “The Founder” and “The Woman.”

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. In a statement, the Queen Bey said, “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… 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.” SirDavis is fully finished, blended, bottled and headquartered in Beyoncé’s hometown of Houston – which makes it Moët Hennessy’s first spirits brand developed entirely in the United States.