Beyoncé buys out LVMH's stake in SirDavis whiskey

Beyoncé Knowles-Carter has acquired LVMH's stake in SirDavis, the premium whiskey brand named after her great-grandfather, according to WWD. The label was developed as a joint venture with Moët Hennessy and debuted in 2024, giving the singer's growing drinks portfolio the backing of the world's largest luxury group at launch. The buyout hands her sole ownership of the brand going forward.

The move fits a broader pattern of celebrity-founded spirits brands eventually parting ways with the major drinks groups that helped incubate them, once the founder wants more control over pricing, distribution or creative direction. For LVMH, exiting a minority position in a single-brand venture is a relatively small event financially, but it signals the group's continued discipline around where it deploys capital inside Moët Hennessy at a time when the wines and spirits division has faced softer demand across key markets, particularly cognac in China and the United States.

For Beyoncé, full ownership of SirDavis means she now carries all the commercial risk and the upside in a crowded celebrity spirits category that includes brands from George Clooney, Kendall Jenner and Ryan Reynolds, among others. It also gives her freedom to strike new distribution or retail partnerships without needing LVMH's sign-off. Watch for whether she brings in a new partner to handle global distribution, given that scaling a spirits brand without a major drinks group's logistics and route-to-market can be a significant undertaking, and for how SirDavis positions itself against the wave of celebrity-backed whiskey and tequila brands still fighting for shelf space.

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