“Groundbreaking”? Or marketing nonsense?

I get a lot of press releases every day, but few are as pretentious and hyperbolic as today’s piece of time-wasting nonsense.

OK. Celebrity brands are a thing. But they have to have some credibility. And a name that makes sense.

It turns out that singer Beyoncé Knowles-Carter (she used to be just Beyonce) has joined forces with Moët Hennessy, a subsidiary of LVMH, to create SirDavis, a “groundbreaking” new whisky.

The hype goes on.

“The first-of-its-kind joint venture reflects a shared vision between Knowles-Carter and Moët Hennessy, two vanguards of culture and craft, around the future of American whisky.”

And on. And on.

“This unique product was years in the making after Knowles-Carter, a Japanese whisky enthusiast, sought out Moët Hennessy to help craft a one-of-a-kind flavor profile that reflected her whisky ideal.

“Meanwhile, Moët Hennessy had been exploring ways to deepen its presence in the American whisky market, making the timing kismet for a partnership between the world-leading luxury group and Knowles-Carter.”

Then some quotes from the singer.

"I've always been drawn to the power and confidence I feel when drinking quality whisky and wanted to invite more people to experience that feeling," says SirDavis founder Beyoncé Knowles-Carter.

"When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated. SirDavis is a way for me to pay homage to him, uniting us through a new shared legacy. In partnering with Moët Hennessy, we have crafted a delicious American whisky that respects tradition but also empowers people to experience something new and unique in the category. You can taste it better than I could ever tell you - welcome, SirDavis."

SirDavis is apparentlybnamed in honour of Davis Hogue, Knowles-Carter's paternal great-grandfather, who was a farmer and a moonshiner in the American South during Prohibition. 

The story goes that hevstashed whisky bottles in the empty knots of cedar trees for friends and kin to find and enjoy. For Knowles-Carter, it was this discovery that made the idea of creating a whisky brand feel predestined. Four generations later, the legacy comes to life - rather than hidden in the trees, bottles of SirDavis proudly grace the top shelves of fine purveyors of spirits around the world.

"SirDavis is not only a revelatory and exceptional American Whisky, which we are very proud of. It is also a testament of the unwavering dedication to craftsmanship, heritage and innovation shared by LVMH and Beyoncé Knowles-Carter," said Bernard Arnault, Chairman and Chief Executive Officer of LVMH.

There’s more. Lots more. But I’ve read enough. And so, I suspect, have you.