The SirDavis activation is live at Heathrow T3 from 5 March to 29 April, 2025.

SirDavis, the new American whisky founded by Beyoncé Knowles-Carter in partnership with Moët Hennessy, is making its exclusive travel retail EMEA debut at Heathrow Airport.

The immersive experience is live at Heathrow Airport Terminal 3 in Avolta’s World Duty Free stores until 29 April, offering global travellers a first taste of SirDavis through interactive tastings, campaign videos and interactive educational displays that provide insight into the brand.

At the heart of the experience is a guided tasting, giving travellers the chance to explore the whisky’s secondary maturation in sherry casks.

This process is described as lending SirDavis an ‘elegant mouthfeel and velvety texture, drawing parallels to Japanese and Scotch whiskies while preserving the bold, deep flavours of classic American rye’.

“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,” said David de Miguel, Global Category Head of Liquor at Avolta.

“Brought to life thanks to a strong partnership between London Heathrow, Avolta and Moet 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.”

SirDavis preserves the bold, deep flavours of classic American rye.

Fraser Brown, Head of Retail at London Heathrow, 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 whisky that is sure to appeal to connoisseurs and enthusiasts alike making it the perfect gift or post-travel treat.”

SirDavis is founded by Beyoncé Knowles-Carter in partnership with Moët Hennessy.

As part of the SirDavis experience, travellers will enjoy a personalised playlist designed to complement the whisky’s tasting notes, along with a Honey Bee cocktail recipe card, paying homage to the brand’s founder.

The activation bar at Heathrow provides an immersive experience for travellers.

SirDavis has already received industry acclaim, including Platinum and Best in Class at the 2023 SIP Awards.

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