Beyoncé has taken complete control of the SirDavis whisky brand after French luxury group LVMH (EU:MC) sold its interest in the business to the American singer, the company announced on Monday.
LVMH confirmed the disposal but did not disclose the financial terms of the transaction or provide further information about the circumstances surrounding its exit.
The deal gives Beyoncé full ownership of a spirits brand that was originally created through a partnership with the luxury conglomerate.
SirDavis partnership began in 2024
SirDavis was launched in 2024 as a joint venture between Beyoncé and LVMH, combining the singer’s global profile with the luxury group’s extensive experience in premium wines and spirits.
The collaboration formed part of a wider trend of luxury companies partnering with prominent musicians and celebrities to develop brands capable of reaching new audiences while maintaining a premium market position.
Beyoncé’s acquisition of LVMH’s stake now brings that partnership structure to an end and places the future development of SirDavis entirely under her ownership.
Celebrity partnerships remain part of luxury drinks market
The original SirDavis venture followed other high-profile collaborations between luxury groups and celebrities.
LVMH has previously worked with Beyoncé’s husband, Jay-Z, through its investment in the Armand de Brignac champagne brand, illustrating the luxury company’s broader strategy of combining established drinks expertise with influential global personalities.
With LVMH (EU:MC) now exiting SirDavis, Beyoncé will have sole control over the whisky brand’s future strategy and development. No additional information has been provided regarding potential changes to production, distribution or marketing following the transaction.
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