American pop star Beyonce has acquired full control of the SirDavis whisky brand after French luxury goods group LVMH sold its stake to her, LVMH said on Monday, confirming earlier media reports in specialist trade publications. LVMH and Beyonce initially formed the SirDavis whisky venture in 2024, amid a trend of similar partnerships between fashion companies and celebrities, such as LVMH's Armand de Brignac champagne deal with Beyonce's husband Jay-Z. LVMH's wine and spirits unit saw 5% growth in organic revenue, to €2.6 billion, in the first half of its financial year. ADVERTISEMENTHe hid bottles of whisky in the hollow knots of cedar trees for friends and relatives to discover and enjoy - a discovery which prompted Beyonce to create this whisky. At the time, Moët Hennessy tapped master distiller Dr Bill Lumsden, renowned for his work on Scotch whisky brands Glenmorangie and Ardbeg, to lead the creation of this whisky.