SirDavis American Whisky stopped by The Oculus bearing a gift of an experience on December 12th and 13th. The whiskey brand had Beyoncé fans and enthusiasts alike buzzing about A Signature Pour: The SirDavis Holiday Experience. Guests in NYC were invited to celebrate the brand with cocktail samplings, personalized bottle bands, a photo with the iconic robot from the Cowboy Carter Tour, and a bottle of SirDavis.
Superstar, Beyoncé Knowles-Carter, joined Moët Hennessy to bring SirDavis to life in 2024. The singer-songwriter has since promoted her whiskey brand in her Cowboy Carter Tour.
Many have been curious about Beyoncé direction in business ventures, as she promotes her fairly new spirits brand. She told GQ in September 2024, “I’ll never forget the first day I had whiskey. It spoke to me nice. I remember thinking, Why have I never had this before? It was strong and warm, just the right amount of challenge. I loved the process, the ritual of it. Whiskey isn’t something you just shoot down. It’s a commitment. You gotta have patience. I like that.” The singer continued, “And I love the stories that come with it. Every bottle has a history. I also like introducing whiskey to people who don’t know they love it yet. I think a lot more women would love it if they tasted it, and if they were really spoken to by the whiskey world.”
With Beyoncé’s passion for the American award-winning SirDavis, there’s no doubt that her brand has gained the likes of many.
SirDavis’ Holiday Experience provided guests with a taste of their signature cocktails including Sleigh Bell, Espresso Martini, and Honey Bee. Participants also had the opportunity to purchase their very on SirDavis bottle to compliment their personalized band.
What’s a tastemaker event without capturing the moment? As a final touch, the iconic robot from the Cowboy Carter Tour made a special appearance, pouring classic SirDavis Whisky into guests’ glasses while adding an immersive, futuristic touch to the installation.
From personalized details to immersive moments, the SirDavis Holiday Experience embodied the brand’s bold, intentional spirit. In true Cowboy Carter fashion, SirDavis proved it knows how to leave a lasting impression…especially in New York City.
See SirDavis’ Signature Pour come to life in the reel linked here.
After the screening, guests were invited to attend the premiere after-party at the Ascent Lounge in Columbus Circle—presented by Johnnie Walker.
