SirDavis American whisky takes off with DFS in select US airports
SirDavis American whisky is available in US travel retail with DFS
SirDavis, the groundbreaking new American whisky founded by Beyoncé Knowles-Carter in partnership with Moët Hennessy, is now available in travel retail with DFS at select US international airports including John F. Kennedy, Los Angeles and San Francisco.
SirDavis will be featured at LAX International Terminal until October 14 and JFK International Airport until October 31, through activations designed to offer travelers an immersive and engaging brand experience.
Its launch is supported by out-of-home digital ads and social media coverage. The activations feature whisky tastings, educational touchpoints on the brand and a curated music experience. DFS Circle App members will have access to an exclusive Gift-With-Purchase (GWP), redeemable in-store and can shop online. As part of the post-purchase experience, consumers will receive a GWP of ritual glassware, adding an elevated touch to their purchase.
SirDavis: An “unmistakable beacon of luxury”
Designed to stand out from other premium spirits on shelves, the SirDavis bottle is striking and clean, described as an “unmistakable beacon of luxury”. Intentional design elements tell the story of SirDavis and honor Davis Hogue, Knowles-Carter’s great-grandfather, who was a farmer and moonshiner, and after whom the brand is named. The bottle’s finely ribbed glass evokes the Art Deco style of Hogue’s era, while its tall, sleek design and minimal branding set a new standard for modern luxury packaging.
SirDavis’s distinctive grain selection – 51% rye and a noteworthy 49% malted barley – and unusual secondary maturation in sherry casks impart an elegant mouthfeel and texture reminiscent of Japanese and Scotch whiskies, while retaining the robust and deep flavors typical of classic American rye. Offering a new interpretation of the spirit, SirDavis is equally enjoyable neat, or as the foundation for cocktails.
