by Nahlah Abdur-Rahman
April 29, 2025
The American whisky model hopes to seek 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 world 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 might be bought as an unique by way of the Changi Airport’s world journey retail channel.
The activation will embrace a “tasting cart” for guests to witness the total expertise of SirDavis whereas on their travels. It is going to be accompanied by a digital marketing campaign all through the area for potential patrons to be taught of its native availability.
An government at Moët Hennessy, Leonardo Ferracina, shared extra about SirDavis’ inaugural rollout in Asia. Ferracina referred to 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,” mentioned 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 fanatics 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 way of her newest undertaking, 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 primary gig, her very profitable facet hustles are getting their very own highlight as nicely. The SirDavis’ workforce additionally introduced that the drink will rightfully be a 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 following period of her artistry.
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