According to reports, Beyoncé’s SirDavis whiskey is now an official sponsor of the 2025 Houston Livestock Show and Rodeo. Held at the NRG Park, the 93rd annual rodeo event runs from Tuesday, Mar. 4, until Sunday, Mar. 23, 2025.
Along with its notable rodeo and livestock exhibitions, event-goers will be able to participate in competitions, attend concerts, and more. The move seems to align with the singer’s country-inspired album, Cowboy Carter, which is a nod to her southern roots.
In August 2024, Beyoncé joined forces with Moët Hennessy (a subsidiary of LVMH) to create SirDavis. The Japanese whiskey is named in honor of her paternal great-grandfather, Davis Hogue. According to the multi-hyphenate, Hogue was a farmer and a moonshiner during the Prohibition era. “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,” Beyoncé said in a press release around the time.
SirDavis Is Inspired By Beyoncé’s Paternal Great-Grandfather, Davis Hogue
The singer noted that after learning about her great-grandfather’s history of being a “moonshine man,” her love for whiskey was “fated.” She added, “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.”
Cameron George, Blender and Global Head of Advocacy for SirDavis American Whisky, spoke with Houston Life about the whiskey brand’s new partnership with the Houston Livestock Show and Rodeo. George says the partnership is an “exciting milestone” for the brand, especially being that it was only launched one year ago.
He also spoke about the brand’s name and why the title “Sir” holds a special significance. While the designation was only reserved for white men during Hogue’s time, now, with the help of Sir Davis, his memory can be respected as it should be, George says. He also revealed rodeo attendees will be able to taste the whiskey brand’s signature cocktail, aptly titled “The Texas Buckiin.”
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