SirDavis Whisky creates its first social campaign
Beyoncé Carter-Knowles’ American whiskey brand, SirDavis, has launched its first video as part of a new social media campaign.
The brand’s inaugural social campaign, called Day 4 Icons, was launched on 4 September to coincide with SirDavis’s first anniversary and Beyoncé’s birthday.
Day 4 Icons was a month-long, community-led initiative that invited drinkers to share their first or favourite SirDavis moments.
The campaign resulted in more than 100 pieces of user-generated content across Instagram and TikTok, including throwbacks to the singer’s Cowboy Carter tour.
Select participants were also gifted with a keepsake from the brand for taking part in the campaign.
The inaugural consumer video from the campaign features one of the brand’s first customers who recounts what inspired her first sip of SirDavis. The video went live on the SirDavis Instagram page yesterday (1 October).
SirDavis aims to engage with a younger, more diverse audience of whisky drinkers.
Over the past year, the brand has held a launch party during Paris Fashion Week (29 September to 7 October), launched a sold-out cocktail kit for the summer, and hosted 100-plus Cowboy Carter tour activations.
Moët Hennessy, the wine and spirits arm of LVMH, teamed up with Beyoncé to create SirDavis last year.
Hennessy owner LVMH has been struggling to grow its spirits business in recent years. In the first half of 2025, the company posted a revenue drop of 15% for spirits due to continued ‘weak’ demand for its Cognac in China.
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