SirDavis, the groundbreaking new American whisky founded by Beyoncé Knowles-Carter in partnership with Moët Hennessy, is making its exclusive Travel Retail EMEA debut at Heathrow Airport.
This avant-première in the region offers global travellers a first taste of SirDavis, through an activation at Heathrow Airport Terminal 3 in Avolta’s World Duty Free stores. Designed to captivate whisky enthusiasts and travellers alike, the immersive experience highlights the brand’s craftsmanship through interactive tastings, sensorial displays, and curated storytelling.
From 5th March to 29th April, travellers passing through the World Duty Free store in Heathrow Terminal 3 can discover the world of SirDavis at a dedicated activation bar. Guests will be introduced to the brand through captivating film and campaign visuals, while a sensorial showcase focuses on the whisky’s distinctive blend–51% rye and 49% barley. Interactive educational displays provide insight into SirDavis’ unique characteristics, from its rich aromas to its award-winning craftsmanship.
At the heart of the experience is a guided tasting, where travellers can explore the whisky’s exceptional secondary maturation in sherry casks. This process lends SirDavis an elegant mouthfeel and velvety texture, drawing parallels to Japanese and Scotch whiskies while preserving the bold, deep flavours of classic American rye. Recognised for its excellence, SirDavis has already received industry acclaim, including Platinum and Best in Class at the 2023 SIP Awards.
As part of the SirDavis experience, travellers will enjoy a personalised playlist, designed to complement the whisky’s tasting notes, along with a Honey Bee cocktail recipe card, paying homage to the brand’s founder. With its striking bottle design blending contemporary luxury with timeless tradition, SirDavis sets a new standard in modern whisky presentation.
The exclusive Heathrow launch underscores Moët Hennessy Travel Retail’s commitment to elevating the travel retail spirits landscape. Available only in World Duty Free at Heathrow Airport, this bold new expression establishes itself as a must-try luxury whisky in the region.
David de Miguel, Global Category Head of Liquor at Avolta: “We are very pleased to announce the avant-première launch of SirDavis in Travel Retail EMEA at Avolta through an amazing activation in our World Duty Free stores at London Heathrow. Brought to life thanks to a strong partnership between London Heathrow, Avolta and Moet Hennessy, this one of a kind experience underlines this new brand’s know-how through multi sensorial tasting and unique storytelling in order to always elevate the consumer experience.”
Fraser Brown, Head of Retail at London Heathrow said: “In collaboration with Moët Hennessy and Avolta, Heathrow is proud to host the pre-launch of SirDavis in Terminal 3. Working alongside our partners, we strive to use our platform to support emerging brands by introducing them to a global audience. SirDavis’s master distillers have taken an innovative approach to blending the modern with the traditional, creating a whisky that is sure to appeal to connoisseurs and enthusiasts alike making it the perfect gift or post-travel treat.”
