During Paris Fashion Week, Beyonce and her husband Jay-Z celebrate the launch of her new whiskey brand, SirDavis American Whisky, with a lavish party in Paris.
- Sep 30, 2024
AceShowbiz - Beyonce Knowles shared a video and photos on Instagram from the launch event, held at the Hotel Plaza Athenee during Paris Fashion Week. She was joined by her husband Jay-Z, as well as friends and family including Kelly Rowland and Lori Harvey.
The video opens with Beyonce perched on a leather seat, looking out at the Eiffel Tower. Guests are then seen arriving in a decked-out dining room and taking their seats at the table. The clip also shows Beyonce dancing alongside her guests, including Rowland.
The photos include Beyonce posing in a custom purse designed to resemble a SirDavis bottle, as well as with her husband, the kitchen staff, and friends.
Beyoncé named SirDavis after her paternal great-grandfather, Davis Hogue, who was a farmer and moonshiner in the American South during Prohibition. The whisky is made in collaboration with Moët Hennessy and is finished, blended, bottled, and headquartered in Beyonce's hometown of Houston.
"I've always been drawn to the power and confidence I feel when drinking quality whisky and wanted to invite more people to experience that feeling," Beyonce said in a statement about SirDavis. "When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated."
The launch of SirDavis is a significant moment for Beyonce, who has spoken of her love for whiskey in the past. "It spoke to me nice," she told GQ. "I remember thinking, 'Why have I never had this before?' It was strong and warm, just the right amount of challenge. I loved the process, the ritual of it."