Beyoncé has shared new photos of herself, JAY-Z and the guests that gathered to support her as she celebrated the launch of SirDavis American Whisky in Paris.
The singer offered her Instagram followers a look into the celebration via two separate posts: a video posted to her account on Friday (September 27) and a photo set shared on Saturday (September 28).
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The video, which could easily double as a promo for the premium brand, opens with Beyoncé perched on the arm of a leather seat as she looks out the window at the Eiffel Tower. The clip — soundtracked by the French song “Laisse-moi respirer” by The Vrooming Crew & Dolores — then sees guests arriving to a decked out dining room, before filling seats at the table as Hov and Bey sit side by side.
It eventually gives way to shots of a party which was seemingly open to a much larger crowd, complete with signature SirDavis cocktails, a photo booth, and even shots of the Cowboy Carter singer dancing alongside her guests, including Kelly Rowland.
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The carousel includes photos of her posing alone, as well as with her husband, the kitchen staff responsible for the night’s dinner, and friends.
She also shows off her a custom purse made to look like an actual SirDavis bottle and nail art mimicking the brand’s logo.
Beyoncé announced the launch of her own whisky brand — a collaboration with Moët Hennessy – late last month
The line’s name, SirDavis American Whisky, pays homage to the superstar’s paternal great-grandfather Davis Hogue, who she recently learned was a farmer and a moonshiner in the American South during Prohibition.
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“I’ve always been drawn to the power and confidence I feel when drinking quality whisky and wanted to invite more people to experience that feeling,” Bey said in a statement. “When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated. SirDavis is a way for me to pay homage to him, uniting us through a new shared legacy.
“In partnering with Moët Hennessy, we have crafted a delicious American whisky that respects tradition but also empowers people to experience something new and unique in the category. You can taste it better than I could ever tell you — welcome, SirDavis.”
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And as a nod to her roots, SirDavis is fully finished, blended, bottled and headquartered in Beyoncé’s Houston hometown – making for Moët Hennessy’s first spirits brand developed entirely in the United States.
Just last week, the megastar released a new SirDavis promo video, which is as much a celebration of the libation as it is of the star herself.
The ad appeared on Bey’s Instagram page on September 22, a little less than three weeks after the brand became available to purchase online and at retail stores, and about one month since its pre-order period began.
In the video, the singer and entrepreneur is seen first getting her hair done for a photo shoot, then emerging from a backstage area with a completely different look. She is then seen unwinding in a dressing room, before later appearing on a jet and on a ranch setting, dressed down in jeans and a tank top.
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Between the clip’s various scenes, the words “The Muse,” “The Founder,” and “The Woman” quickly flash on screen over an off-white background.
