SirDavis makes exclusive EMEA travel retail debut with Avolta at Heathrow

UK. Moët Hennessy has partnered with Avolta for the exclusive EMEA travel retail pre-launch of SirDavis American whiskey at London Heathrow Airport.

As reported, SirDavis was created by musician Beyoncé Knowles-Carter in collaboration with Moët Hennessy.

SirDavis is being showcased via a bespoke activation within the Terminal 3 World Duty Free store from 5 March to 29 April. It features guided tastings, multi-sensory displays and interactive storytelling designed to communicate the brand’s craftsmanship, heritage and innovation.

Central to the activation is a dedicated bar space offering travellers the opportunity to sample SirDavis’ signature blend – a 51% rye and 49% barley whiskey.

At the bar, travellers can discover the whiskey’s distinctive flavour profile shaped by secondary maturation in sherry casks. This finishing process imparts a velvety texture and complexity to the whiskey, drawing comparisons to both Japanese and Scotch whisky traditions, while maintaining the character typical of American rye.

Visitors are guided through the whiskey’s tasting notes via curated sensorial elements and campaign visuals. A personalised playlist and a Honey Bee cocktail recipe card – a nod to the brand’s Founder, often referred to by her fans as ‘Queen Bey’ – add further depth to the brand encounter.

Avolta Global Category Head of Liquor David de Miguel commented, “We are very pleased to announce the avant-première launch of SirDavis in Travel Retail EMEA at Avolta through an amazing activation in our World Duty Free stores at London Heathrow.

“Brought to life thanks to a strong partnership between London Heathrow, Avolta and Moët Hennessy, this one-of-a-kind experience underlines this new brand’s know-how through multi-sensorial tasting and unique storytelling in order to always elevate the consumer experience.”

Heathrow Airport Head of Retail Fraser Brown added, “In collaboration with Moët Hennessy and Avolta, Heathrow is proud to host the pre-launch of SirDavis in Terminal 3.

“Working alongside our partners, we strive to use our platform to support emerging brands by introducing them to a global audience. SirDavis’s master distillers have taken an innovative approach to blending the modern with the traditional, creating a whiskey that is sure to appeal to connoisseurs and enthusiasts alike making it the perfect gift or post-travel treat.”

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 the global superstar’s ideal drink.

SirDavis also underlines Moët Hennessy’s goal to expand its presence within the American whiskey sector. Click here for our full story.