"When it launched last year, SirDavis American Whisky set out to change that cadence. At its core is the belief that whisky can be both deeply serious and widely welcoming, an art form as much as a spirit. That vision comes from its founder, Beyoncé Knowles-Carter, who understands how legacy, ritual, and performance resonate far beyond the stage. Much like her Cowboy Carter tour reimagined her country album as a multi-city, summer-long musical rodeo, with SirDavis, she asked a deceptively simple question:"
"George's path to SirDavis began humbly-as a dishwasher in Seattle-before he rose through the city's most respected bars to eventually become a sought-after educator for Moët Hennessy. Along the way, he apprenticed with Bill Lumsden, PhD, the pioneering head of distilling behind Glenmorangie and Ardbeg, who would later guide the creation of SirDavis. For George, whisky became an emotional medium, capable of evoking place, story, even voice."
SirDavis American Whisky intentionally blends serious craft with broad accessibility to redefine whisky culture. Beyoncé Knowles-Carter anchors the brand with a vision that connects legacy, ritual, and performance. Cameron George serves as both blender and global head of advocacy, shaping product and public presence. George rose from dishwasher to respected bartender and educator, apprenticed with Bill Lumsden, and collaborates on cask selection and blending. The brand pairs technical rigor with experiential outreach, showing cask work alongside engaging audiences at events like the Cowboy Carter tour to invite new fans without compromising integrity.
Read at Bon Appetit
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