SirDavis makes exclusive APAC travel retail debut at Changi Airport with Lotte Duty Free 

SINGAPORE. Moët Hennessy has partnered with Lotte Duty Free for the exclusive Asia Pacific travel retail debut of SirDavis American whiskey at Singapore Changi Airport.

The brand was rolled out across all four terminals in early March.

As reported, SirDavis is an American whiskey brand created by musician Beyoncé Knowles-Carter in collaboration with Moët Hennessy.

The brand’s presence at Changi Airport is supported by a multi-touchpoint retail experience that includes gondolas, endcaps and a dedicated tasting cart, all featuring the whiskey’s signature metallic horse medallion branding.

The whisky’s distinctive mash bill — composed of 51% rye and 49% malted barley — is showcased through educational and sensorial tastings at the cart. These tastings highlight the rich aromas and craftsmanship of SirDavis.

In addition, SirDavis has launched a targeted digital campaign which engages KOLs across music, fashion and lifestyle.

The KOLs were among the first to sample the whisky and are generating awareness and interest through curated storytelling and social media engagement.

The campaign aims to drive traffic to the in-airport activations and reinforce brand awareness.

Lotte Duty Free Singapore Managing Director Jeff Jeong Soongyu commented: “At Lotte Duty Free, we aim to bring globally renowned and innovative brands to travellers in Asia Pacific. The introduction of SirDavis at Changi Airport strengthens our premium whisky portfolio, offering travellers exclusive access to a whisky that blends bold craftsmanship with modern appeal.

“With the debut of SirDavis through Lotte Duty Free, we are elevating the travel retail experience in Asia Pacific, ensuring that whisky enthusiasts and collectors alike in the region can appreciate the premium liquid’s unique character.”

“The debut of SirDavis at Singapore’s Changi Airport marks a key milestone in our strategy to bring exclusive whisky experiences to Travel Retail Asia Pacific,” added Moët Hennessy Managing Director Global Travel Retail Leonardo Ferracina.

“Changi Airport, a world-class global gateway for discerning travellers, provides the ideal setting for introducing SirDavis, a whisky that combines exceptional craftsmanship with bold innovation. This launch underscores our commitment to delivering a unique luxury experience — one that redefines the whisky landscape in Asia for a new generation of enthusiasts and travellers.”

A new shared legacy

SirDavis is an American whiskey that ‘challenges category norms’ and pays homage to Knowles-Carter’s Texan heritage.

A first-of-its-kind venture, SirDavis reflects a shared vision between Knowles-Carter, a Japanese whisky enthusiast, and Moët Hennessy. The partners sought to craft a flavour profile that reflected Knowles Carter’s ideal whiskey. SirDavis also underlines Moët Hennessy’s goal to expand its presence within the American whiskey sector. Click here for our full story.