Sir Davis: Is Beyoncé’s Whiskey Just Another Overpriced Celebrity Flex?
Maria Morales
While celebrity business ventures continue to proliferate, not all pass the critical test of consumer value. Jay-Z's Monogram cannabis brand serves as a cautionary tale, hemorrhaging a staggering $587 million in net losses during 2022 - a stark reminder that star power doesn't guarantee business success. But can anyone really be surprised? At $50 a pre-roll, reviews called the cannabis “mid-tier” and not worth the Hova-approved price tag.
For Beyoncé, who's recently launched her own whiskey brand SirDavis, her husband's high-profile misstep might offer a warning: consumers are increasingly skeptical of celebrity-branded products, demanding more than just a famous name on the label. As the power couple known for their savvy business moves, this latest venture raises the question at the heart of the celebrity brand phenomenon: Are these products truly offering something unique, or are they merely trading on fame? In the company’s words:
“She (Beyonce) came to uncover that her paternal great-grandfather, Davis Hogue, had been a successful moonshiner in the American South during Prohibition and would stash his bottles in the empty knots of cedar trees on his farm for friends and kin to find and enjoy. She quickly understood why her own love for whiskey ran so deep. Her affinity for whiskey was fated and SirDavis was born. Four generations from when Davis Hogue made whiskey on his land, his legacy is honored.”
I think it’s amazing that Beyoncé is able to trace business success back generations. I mean it, that’s pretty cool. But here's the million-dollar question that's been rattling around in my brain: Who in the world asked for this?
I swear, every time I turn around, another celebrity is slapping their name on a bottle. It's like they all got together at some swanky A-list party and decided, "You know what the world needs more of? No, not resources or aid for the millions of people struggling to make ends meet. Nope. Overpriced liquor with our faces or names plastered on it!"
Let's take a quick tour of Celebrity Alcohol Land, shall we? We've got George Clooney's tequila, which he sold for a cool billion dollars. (Yeah, you read that right. A Billion. With a B.) Then there's Ryan Reynolds and his Aviation Gin. Even Bob Dylan's hawking whiskey now.
And it doesn't stop there. We've got Drake's whiskey, Bruno Mars' rum, Brad Pitt's rosé (because of course), Ludacris’ Cognac, Snoop Dogg's gin and wines, and even Robert De Niro’s vodka. I'm half expecting to wake up tomorrow and find out Meryl Streep's launched a line of Merlot.
SideNote: Now, don't get me wrong. I love me some Beyoncé. Her influence on pop culture, and specifically, Black culture, is undeniable. Hell, I've been known to belt out "Single Ladies" in the shower with the best of them. But just because she can make my man want to "put a ring on it" doesn't mean I'm going to put her booze in my shopping cart.
Let's be real for a hot second, most of these star-spangled spirits are all flash, no substance. It's like they're betting we're so starstruck we won't notice we're paying top shelf prices for rail-quality booze. Take this SirDavis whiskey. Will it really taste any better than the bottle I can snag at my corner store? Or am I just paying extra for the privilege of saying I drink like Queen Bey?
I remember when I first tried a celebrity alcohol brand specifically because it was a celebrity brand. It was a few years back, when the seltzer craze first started. I was out in L.A. visiting a friend and thought I'd treat myself to a pack of Cacti Seltzers – you know, the Travis Scott brand. It was definitely more expensive than the other brands on the market at the time. And you know what? It was... fine. Just fine. Not "I've seen the face of God" amazing. Not "I'll never drink anything else" incredible. Just... fine. And let me tell you, "fine" doesn't justify that price tag.
Here's the thing: celebrity alcohol brands are the ultimate example of style over substance. They're banking on our obsession with fame and our desire to feel like we're part of that glitzy, glamorous world. But let's be honest, sipping on Beyoncé's whiskey isn't going to suddenly make you wake up looking like her.
Now, I'm not saying all celebrity alcohol is bad. Some of it might actually be decent.
But here's the cold, hard truth: at the end of the day, it's just alcohol and it won't magically give you Beyoncé's voice or Jay-Z's business smarts. It'll just leave your wallet lighter and your head pounding the next morning.
And let's talk about that price for a second. These celebrity brands often cost three, four, sometimes even five times more than their comparable, non-famous counterparts. Are we really getting five times the quality? Or are we just paying for the name and the fancy bottle?
I did a little experiment once. I bought a bottle of high-end vodka and a bottle of the cheap stuff, then did a blind taste test with some friends. Want to know what happened? Most of us couldn't tell the difference. One friend even preferred the cheap one! But slap a celebrity name on that basic bottle, and suddenly people are willing to pay top dollar.
So before we all lose our minds over Sir Davis (or whatever the next famous person's pet spirits project is), maybe we should ask ourselves: Do we really need another celebrity telling us what to drink?
What if – hear me out – we supported local distilleries instead? There's probably a craft spirits maker in your area who's pouring their heart and soul into making great booze. They might not have Beyoncé's star power, but I bet they've got passion and skills that would put most celebrity brands to shame.
Or how about we find a quality spirit that doesn't need a red carpet rollout to sell itself? There are plenty of fantastic, lesser-known brands out there that offer great value for money. You might have to do a little research, maybe chat with your local liquor store owner, but trust me, it's worth it.
Look, I'm not your mom. I can't tell you how to spend your hard-earned money. If sipping on SirDavis makes you happy, then you do you, boo. But maybe, just maybe, we could all take a beat before blindly throwing our money at the latest star-backed bottle.
Sidenote: Consider this: every time we buy a celebrity alcohol brand, we're not just buying a drink. We're buying into a whole system that values fame over quality, hype over substance. We're telling the industry that we care more about the name on the label than what's actually in the bottle. Is that really the message we want to send?
As for me? I'm sticking with my trusty old bourbon. It might not have Beyoncé's stamp of approval, but it tastes good and does the job just fine. And at least I've got enough left over to actually buy her music. Because let's face it, I'd rather listen to Beyoncé than drink her whiskey any day.
At the end of the day, it's about more than just alcohol. It's about being savvy consumers, about valuing substance over style, about making choices that align with our values rather than just following the latest trend.
So the next time you're at the liquor store, and you see a shiny new celebrity alcohol brand, take a moment. Ask yourself if you really need it, or if you're just buying into the hype. Maybe give that unassuming bottle from the local distillery a try instead. Who knows? You might just discover your new favorite drink – no celebrity endorsement required.
Now, if you'll excuse me, I've got a drink to pour. And it definitely won't be coming from a bottle with a celebrity's face on it. Cheers to making our own choices, folks – in booze and in life.
