Moët Hennessy has expanded the reach of its SirDavis American whiskey to include Asia’s global travel retail channel.
The brand, launched in partnership with singer Beyoncé Knowles-Carter last year, has gone on sale as an exclusive in the region’s GTR at Singapore’s Changi airport. Available at Lotte Duty Free’s concession in Changi, the American ‘whisky’ (the brand name does not include the ‘e’ from the category’s title) will be promoted on a “tasting cart” featuring the brand’s visual assets.
A digital campaign in the region, fronted by “key opinion leaders”, will also highlight SirDavis’ availability.
“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,” said Moët Hennessy’s GTR MD, Leonardo Ferracina. “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.”
SirDavis is named after Knowles-Carter’s great-grandfather.
Moët Hennessy’s cognac & spirits portfolio endured a challenging 12 months in 2024, when its sales tumbled by 14% on the year prior, despite SirDavis’ “successful” global rollout during the second half. The group will reports its Q1 2025 figures on 15 April.
