OR Beyonce enters the field of luxury drinks with the launch of a new range whiskey in collaboration with its subsidiary company LVMH, Moët Hennessy.

Beyonce Knowles-Cartel, who just released a chart-topping country album and launched a line of hair care products, has teamed up with Moët to create a new American whiskey called SirDavis.

The megastar shared the news while holding a glass of the whiskey in a promotional Instagram post with the caption ‘DAVIS IN MY BONES’ and a link to the drink’s website.

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The whiskey, valued at $89 per bottle, is made from 51% rye and 49% malted barley, and was created by master distiller Bill Lumsden, known for his work at Scotch Glenmorangie and Ardbeg.

The whiskey’s name is inspired by Beyonce’s great-grandfather, Davis Hogue, a farmer who made moonshine during the prohibition era in the American South. Beyonce says that when she learned how Hogue hid whiskey bottles in empty cedar knots for his family and friends to find, she got the idea to launch a whiskey brand.

SirDavis will be refined, blended and bottled in Texas. The glass bottle—featuring the horse pendant—is also reminiscent of the Lone Star State. The whiskey will be available in September in the US, as well as in London, Paris and Tokyo.

Beyonce’s husband Jay-Z also has an alcohol brand owned by LVMH. In 2021 Moët Hennessy bought 50% of Armand de Brignac, a champagne producer owned by the hip-hop star and entrepreneur.

Celebrity-owned spirits brands have taken off in recent years—the most successful being George Clooney’s Casamigos tequila and Ryan Reynolds’ Aviation gin, which drinks giant Diageo bought for $1.6 billion. Bruno Mars bet on rum, while Cate Blanchett is the creative director of a sake brand.

This isn’t Beyoncé’s first collaboration with the world’s largest luxury goods company. She starred in advertising campaigns for Tiffany and last month represented Team USA during the Paris Olympics, of which LVMH was the premium sponsor.

But the luxury giant’s sales growth slowed in the latest quarter as wealthy shoppers held back spending on expensive handbags and champagne. Shares are down more than 11% over the past 12 months.