Page 60 - TFWA World Exhibit 2024 Special Edition

INSIDER

Beyoncé’s SirDavis American Whisky now available in travel retail with DFS

SirDavis, the new American whisky
founded by Beyoncé Knowles-Carter in
partnership with Moët Hennessy, is now
available for purchase online and in select
stores, including in travel retail with DFS
in John F. Kennedy International Airport,
Los Angeles International Airport, and San
Francisco International Airport.
SirDavis will be featured in immersive
and engaging activations at LAX
International Terminal until October 14
and JFK International Airport until October
31, in partnership with DFS, including
specialty SirDavis tastings.
The activations at LAX and JFK will
take travelers on a sensorial journey to
discover the unique rye and barley base
of SirDavis and its sherry cask finishing.
The tasting experience includes the whisky
served neat, paired with dark chocolate,
and takeaway recipe cards for a signature
cocktail. Educational touchpoints will also
cover the brand’s award-winning liquid Photo credit: (l) Mason Poole, (r) Julian Dakdouk
profile and tasting notes. Additionally, a
curated music experience will create a
vibrant atmosphere at the activation. Illinois, Louisiana, Maryland, New partnered with Knowles-Carter to create
SirDavis will be visible throughout York, Tennessee, Texas, and Washington the whisky.
the traveler journey. Pre-Purchase, travelers D.C. Additional markets are slated for Lumsden selected the brand’s bespoke
will be introduced to SirDavis through a distribution over the coming months. mash bill —composed of 51% rye and 49%
strategic mix of paid, owned, and earned Additionally, the whisky is available at malted barley — to serve as the backbone
media, including out-of-home digital ads select retail locations in London, Paris, and of the liquid. Lumsden then combined
at LAX Departures, content on SirDavis. Tokyo. traditional whisky-making techniques to
com, the press, and social media coverage impart a mouthfeel and texture reminiscent
by both SirDavis and DFS (via WeChat, Joint venture reflects shared vision of Japanese and Scotch whiskies, while
Instagram, Facebook, and DFS Circle SirDavis is named in honor of Davis retaining the flavors typical of classic
App). Hogue, Knowles-Carter’s paternal great- American rye.
During purchase, the activations grandfather, who was a farmer and a SirDavis is already winning awards;
will feature whisky tastings, educational moonshiner in the American South during the liquid was anonymously submitted to
touchpoints on the brand, and a curated Prohibition. numerous prestigious spirits competitions
music experience. DFS Circle App The joint venture reflects a shared prior to launch. SirDavis won Best In
members will have access to an exclusive vision between Knowles-Carter and Moët Class for American Whiskey from the
Gift-With-Purchase (GWP), redeemable Hennessy around the future of American 2023 SIP Awards, 95 points and Gold from
in-store and can shop online through whisky, that was years in the making. the 2023 New York International Spirits
DFS.com. Knowles-Carter, a Japanese whisky Competition, and 93 points from the 2023
As part of the post-purchase enthusiast, sought out Moët Hennessy to Ultimate Spirits Challenge.
experience, consumers will receive a GWP help craft a one-of-a-kind flavor profile Knowles-Carter also lent her artistic
of ritual glassware. that reflected her whisky ideal. Meanwhile, direction to the brand’s bottle design.
DFS will amplify the SirDavis Moët Hennessy had been exploring ways to Designed to stand out from other premium
campaign through its digital ecosystem: deepen its presence in the American whisky spirits on shelves and bar carts the SirDavis
including the DFS Circle app, across social market. bottle features a black medallion with a
media platforms, and through DFS.com. Dr. Bill Lumsden, one of the world’s bronzed horse, symbolizing Knowles-
SirDavis is available for purchase most awarded and highly regarded Master Carter’s Texas roots. The whisky is
online nationally as well as at retail in Distillers for his work on Scotch whisky finished, blended and bottled in her home
California, Colorado, Florida, Georgia, brands Glenmorangie and Ardbeg, has state of Texas.

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