Beyoncé is serious about her whisky brand, but that doesn’t mean it can’t be fun.
The SirDavis team gave a group of influencers and journalists a taste of Texas with a trip to the Houston Rodeo, an annual 20-day event where SirDavis was an official sponsor.
Formed in August 2024 as a joint venture between Beyoncé and Moët Hennessy, SirDavis is rooted in her heritage—it’s named after her paternal great-grandfather, Davis Hogue, who was a farmer and a moonshiner who made whisky during the Prohibition era. She has also tied it to her lineage by headquartering SirDavis in Houston, Texas, where the whiskey is also finished, blended, and bottled.
Guests were introduced to the SirDavis team, who are based in Houston, which includes Cameron George, the global head of advocacy and blender at SirDavis. During the event, George, who is one of the few Black whisky experts, led tastings and detailed how he worked with Beyoncé and Dr. Bill Lumsden, a highly respected whisky maker, to create a new type of whisky that’s inspired by Japanese and Scottish styles and features 51 percent rye and 49 percent barley with a mix of dark red fruits, clove, and cinnamon. Here, George outlines what it’s like to make a whisky with Beyoncé, why it was important for SirDavis to be a part of the Houston Rodeo, and the biggest misconceptions about the liquor.
How did you become SirDavis’ Blender & Head of Advocacy? What does that job entail?
My path to becoming Blender and Head of Advocacy at SirDavis has really been the product of over 14 years immersed in the spirits and whisky industry. I actually started my career as a dishwasher and worked my way up to be behind some of the world’s most respected whisky and cocktail bars. Along the way, I developed a deep appreciation for the craft, not just in terms of what’s in the glass, but in how whisky connects people, stories, and culture.
That passion for education and exploration eventually led me to LVMH, where I led advocacy and education for the Moët Hennessy spirits portfolio on the West Coast. It was during that time that I had the life-changing opportunity to meet the brilliant Dr. Bill Lumsden, who is one of the greatest minds in modern whisky. As Ardbeg’s first National Ambassador and “Master of Smoke,” I absorbed so much from his visionary approach to blending and storytelling. He shaped the way I think about whisky—not just as a product, but as an experience that should evoke feeling, memory, and place.
So when the opportunity to join SirDavis came along, it was both an honor and a full-circle moment. I was invited to be part of the creation team, working under Dr. Bill once again as well as our Founder, Beyoncé Knowles-Carter, to help shape the vision, voice, and liquid of SirDavis.
Mrs. Knowles-Carter brought a perspective that pushed all of us to think beyond category norms, to craft something that was both bold and deeply refined, something that redefines whisky as a category but also just tastes amazing in the glass.
As Blender and Head of Advocacy, my role really lives at the intersection of craft and culture. I’m part of the team that will continue to develop the liquid itself under Dr. Bill’s leadership, but I also serve as a steward for how this whisky shows up in the world. From tastings for bartenders, connoisseurs and whisky newbies, to immersive experiences and brand trips, I get to champion the spirit and soul of SirDavis every day and ensure that the way we talk about whisky is just as inviting, layered, and intentional as what’s in the glass.
You are young and also Black? What do you think accounts for the lack of diversity in the space?
For a long time, whisky has catered to a very specific audience, from marketing to tasting rooms and even the language we use around flavor and tasting notes. What’s been missing is an intentional invitation for different voices, backgrounds, and lived experiences to feel seen and welcomed within the category.
Making up for that lack requires long-term commitment, starting with who’s at the table. It’s not just about representation in campaigns, but leadership across blending, brand strategy, and advocacy.
It also means reshaping how we talk about whisky, grounding it in culture, community, and storytelling that resonates more broadly. That’s what makes SirDavis so special. We’re not just crafting great liquid, we’re redefining what whisky culture looks and feels like.
What makes SirDavis different from other whiskies on the market? How did you all differentiate when formulating it?
To start, our liquid itself is unique. We marry pre-Prohibition-style rye with barley, the oldest grain used in whisky, and finish it in sherry casks to create a flavor profile that resonates with both seasoned enthusiasts and new drinkers.
Our packaging is just as distinctive. Mrs. Knowles-Carter’s visionary artistry is reflected in our bottle design that really is unlike anything the whisky world has seen.
And beyond that, we’re different in how we behave as a brand. We challenge traditional stereotypes, from who we welcome into the category to how and where whisky is enjoyed. Even the way we spell “whisky” is intentional. We’re here to invite people into something bold, inclusive, and powerful.
What has been the biggest challenge in introducing it to the market?
One of the biggest challenges has been showing people that we’re not just a beautiful brand, but we’ve got the liquid to back it up. We created something that absolutely holds its own against the most respected whiskies out there, especially for connoisseurs who care about craft and complexity. But at the same time, we’re intentionally showing whisky in a new light beyond the stereotypical mahogany rooms and nightcaps.
We’re bringing SirDavis into spaces where whisky hasn’t traditionally been, such as The Houston Livestock Show and Rodeo, our founder’s upcoming tour, and other vibrant cultural moments where people are celebrating boldly, not quietly sipping in the corner. So it’s been about shifting perception to help people see that we can be both a serious whisky with serious credentials and a brand that opens the category up in a whole new way.
There have been a lot of celebrity liquor brands in the past. How did that change the approach for SirDavis? How would you say this brand is different from other celebrity liquor brands?
SirDavis isn’t just another celebrity endorsement. It’s a true reflection of our founder, Mrs. Knowles-Carter. She’s an avid whisky enthusiast and discovered her personal connection to the spirit – her great-grandfather was a moonshiner during Prohibition – while creating the whisky. The creation of SirDavis was years in the making, driven by her passion for whisky and a partnership with Moët Hennessy, tapping the expertise of Dr. Bill Lumsden to create the liquid.
What sets SirDavis apart is that it wasn’t created just to check a box or launch something new, it comes from a real connection to whisky. Mrs. Knowles-Carter wanted to create something that celebrates her American and Texan roots, while also making luxury whisky feel welcoming to both seasoned drinkers and those just discovering it.
Can you talk about the formulation of the signature cocktails and how you worked with the founder to come up with them?
Cocktails are often the entry point for people discovering a new spirit, so it was important for us to create serves that really show off the beauty and complexity of our whisky, while still feeling classic and approachable. With each recipe, the goal was to let the whisky shine.
And of course, we had some fun with it. Each cocktail includes a touch of honey syrup as a subtle, intentional nod to our founder.
What do you want people to know about whisky that they might not know? Or a common misconception about it?
A big misconception is that whisky has to be this super serious, intimidating drink. But whisky can actually be fun and social. It doesn’t have to be all about the formality. Our whole Houston trip was about showing people that whisky can be enjoyed in all kinds of settings, with friends, at a lively dinner, or even at The Rodeo. Just try it. You might be surprised how approachable and enjoyable it can be.
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