SirDavis is the new American whisky created by Beyoncé Knowles-Carter in partnership with Moet Hennessy. The spirit is now available at select US international airports including John F. Kennedy, Los Angeles, and San Francisco.
Travelers will be able to interact with SirDavis through immersive and engaging activations at LAX International Terminal. The showcase will be displayed until October 14 and at JFK International Airport until October 31.
As part of the experience, the launch will be supported by out-of-home digital ads and social media coverage. In addition, activations featuring whisky tastings, educational touchpoints, and curated music. Consumers who download the DFS Circle App will be able to redeem a Gift-With-Purchase (GWP) in-store and can shop online in addition to receiving ritual glassware as a GWP after purchase.
SirDavis Debuts in Selected US Airports With DFS
According to the Whisky Critic, the SirDavis bottle is described as an “unmistakable beacon of luxury”. Intentionally designed elements tell the SirDavis story and honor Davis Hogue, Knowles-Carter’s great-grandfather. The spirit is named after Davis Hoguw.
Notably, the bottle’s finely ribbed glass evokes Hogue’s Art Deco style. On the other hand, its tall, sleek design and minimal branding set a new standard for modern luxury packaging.
This whisky is unique in its grain selection and its secondary maturation in sherry casks. Its smooth texture and elegant feel are similar to those of Japanese and Scotch whiskies. It is equally enjoyable and neat, as well as a base for cocktails.
Another remarkable feature of SirDavus is its aroma. The tasting notes are rich and buttery toffee, joined by cinnamon clove and other spices. As it flirts with the palette, leaving unforgettable essences that linger. Arousing soft malty and biscuity notes married with citrus on top, before honey, sultanas, and ripe cherries to finish. The spirit boasts a 40% ABV.
