April 29, 2025
The American whisky model hopes to search out its viewers in Asia with an introduction in a Singapore airport.
Whereas Beyoncé struts new phases to kick off her Cowboy Carter Tour, the singer’s SirDavis ‘whisky’ model is having its personal international debut.
The model, co-launched by Moët Hennessy and Knowles-Carter, will start gross sales in Asia, beginning at Singapore’s airport. In keeping with Drinks Intel, SirDavis can be offered as an unique by the Changi Airport’s international journey retail channel.
The activation will embrace a “tasting cart” for guests to witness the complete expertise of SirDavis whereas on their travels. Will probably be accompanied by a digital marketing campaign all through the area for potential patrons to study of its native availability.
An govt at Moët Hennessy, Leonardo Ferracina, shared extra about SirDavis’ inaugural rollout in Asia. Ferracina known as its placement at Changi a “key milestone” in introducing the liquor to this market.
“The debut of SirDavis at Singapore’s Changi Airport marks a key milestone in our technique to convey unique whisky experiences to Journey Retail Asia Pacific,” stated Ferracina, the GTR managing director for the spirit and wines division at LVMH. “This launch underscores our dedication to delivering a singular luxurious expertise – one which redefines the whisky panorama in Asia for a brand new technology of lovers and travellers.”
The model took off final September following a rollout of Beyoncé’s different enterprise ventures. Amid the likes of her haircare firm, Cécred, and latest addition to her Parfums line, Cé Lumière, SirDavis pays tribute to a different a part of the singer’s legacy.
Named in honor of her great-grandfather, the spirit’s historical past in American tradition aligns with the Beyoncé’s dive into country-inspired music by her newest venture, Cowboy Carter. The singer simply began a tour, deemed the Rodeo Chitlin Circuit in additional homage to Black Americana, on April 28 for a five-night stint in Inglewood, California’s SoFi Stadium.
Whereas performing is the enterprise mogul’s predominant gig, her very profitable aspect hustles are getting their very own highlight as nicely. The SirDavis’ group additionally introduced that the drink will rightfully be part of the Cowboy Carter tour because the official spirit for the string of concert events.
Followers of the singer’s music and enterprise ventures can now sip on SirDavis as they expertise the subsequent period of her artistry.
RELATED CONTENT: Beyoncé’s SirDavis Heads To 2025 Houston Livestock Present And Rodeo Grounds As An Official Sponsor