Beyoncé’s Spirit Brand Defies Genres Thanks to this Whisky Expert

I found the continuity between Beyoncé’s love of honey and this whisky so striking—even down to the resonance in her voice. When you’re building a blend, what does “voice” mean to you?

I absolutely hear our founder in the blend. SirDavis can sing with the stadium-level power of a bold, upfront rye heat. But it can also croon its way into silky honey notes and dried apricot on the finish. Just like her music, every note earns its place, and the silence between them is just as intentional.

I believe that within a whisky there are several voices working together, so it’s more about harmony than any one individual voice. So when we’re blending, it’s almost like conducting a choir. It’s about making sure every layer, cask, and maturation is tuned just so. When you get it right, it’s like that perfect chord—balanced but unmistakably complex.

SirDavis features prominently in the ‘Cowboy Carter’ experience. What are people curious about, and how is that curiosity shaping your advocacy work?

We get a lot of questions about flavor, such as why it’s spicy, what makes it smooth, etc. That opens the door to educating consumers about whisky fundamentals, like how grain choices impact taste. For example, rye tends to be spicier than bourbon. So we’re not just explaining SirDavis, we’re teaching people how to approach whisky itself, sipping slowly instead of taking shots.

Has working on SirDavis reshaped your thinking around what luxury whisky means in 2025?

For a long time, luxury in this space meant exclusivity through rare bottles, high price tags, old age statements, and gatekeeping that kept certain people and stories out. SirDavis challenges that. It’s still crafted with precision and depth, but it’s also rooted in cultural relevance, accessibility, and storytelling.

Luxury means intentionality. It’s about the integrity of the liquid itself, but also the experience around it—where it shows up, who gets to enjoy it, how it makes people feel. We’re redefining luxury not as something out of reach, but as something with richness, meaning, and presence. I’m proud SirDavis is part of that conversation.