Beyoncé– For nearly thirty years, Dr. Bill Lumsden has been a towering figure in the world of Scotch whisky. Known affectionately as “The Mad Scientist of Whisky,” he has served as Director of Distilling, Whisky Creation & Whisky Stocks for two iconic but very different brands: Glenmorangie, the soft and approachable Speyside single malt, and Ardbeg, the fiercely peaty and smoky Islay whisky, both under the LVMH umbrella. Dr. Bill’s days are filled with overseeing warehouses of aging whiskies, blending new creations, and pushing the boundaries of distillation and maturation with daring experiments. Rarely a month passes without a notable release from one of his distilleries. Yet despite his technical genius, he has cultivated a rare kind of charisma, happily explaining the intricacies of whisky to both experts and novices alike, striking a balance between scientific depth and approachable storytelling.
But with one of his most high-profile projects yet, Dr. Bill is far from the center of attention. That project, SirDavis, marks his first foray into American whiskey and represents the first time he has stepped back, allowing a global superstar to lead the spotlight. Beyoncé—whom he refers to respectfully as “Mrs. Knowles-Carter”—is the driving force behind this ambitious collaboration, and it’s her vision that guides every element of the whiskey. For Dr. Bill, this meant channeling decades of experience into bringing someone else’s dream to life.
The story began roughly five years ago, when Jonas Tahlin, president of Moët Hennessy spirits brands, reached out with a confidential opportunity. Dr. Bill signed an NDA before Tahlin revealed that a major celebrity—Beyoncé, a known whiskey drinker—wanted to launch her own brand and was looking for Moët Hennessy’s expertise. Initially, Dr. Bill offered a few ideas, including a blend of Glenmorangie with American whiskey, though that concept was quickly set aside. Then, for several years, the project went quiet.
In 2021, Dr. Bill received a surprise call from Caspar MacRae, now CEO of Moët Hennessy spirits, asking if he could fly to Los Angeles to meet Beyoncé. The original plan had been for Orlin Sorenson, founder of Woodinville Whiskey, to handle the tasting and development, but a last-minute COVID infection meant Dr. Bill stepped in. Arriving in Hollywood, he led Beyoncé and her team through an intensive three-hour whiskey tasting, sampling Scotch, Japanese, Irish, and American whiskies. Over several days, they explored flavor preferences and established a clear picture of the taste profile she wanted—revealing, for instance, that Ardbeg’s smoky style was not to her liking.
From Distillery to Diva: How a Whisky Legend Helped Beyoncé Create SirDavis
Once the tasting concluded, Dr. Bill and Orlin turned their attention to sourcing the right whiskey. While building a new distillery would have been ideal, it wasn’t practical for a timely launch. Instead, they partnered with MGP in Indiana to find an exceptional base whiskey. Among the options, a mashbill of 51% rye and 49% malted barley stood out. The rye contributed a distinctly American character, while the malted barley honored Dr. Bill’s Scottish roots, bridging Beyoncé’s preference for single malt with her desire for an American whiskey. But to achieve the complexity and elegance reminiscent of Japanese whiskeys she admired, the spirit was finished in a variety of wine casks, including Pedro Ximenez sherry, which became the definitive choice.
Today, SirDavis is distilled in Indiana, with finishing, blending, and cask selection taking place in a dedicated facility being built in Houston, which will also serve as the brand’s home. Dr. Bill describes the experience as deeply rewarding, not simply because of Beyoncé’s global stature, but due to the clarity and passion of her vision. From the very beginning, she knew exactly what SirDavis should taste like and represent, and she remains intimately involved in every stage—from brand strategy to cocktail recipes. Dr. Bill’s role, though essential, is to translate that vision into a perfectly crafted whiskey.
For Dr. Bill, SirDavis offered a chance to explore American whiskey in a way he hadn’t before. It also allowed him to embrace a new style of collaboration: one where his name isn’t the headline, but his expertise underpins the product’s success. He recognizes that many new consumers discovering SirDavis may not know him, and that’s perfectly fine. For those who do, his involvement lends credibility and trust. Ultimately, the collaboration achieves a rare balance: creating a whiskey that resonates with both seasoned connoisseurs and newcomers, guided by one of the most discerning palates in pop culture and executed by one of the most respected craftsmen in the industry.
Dr. Bill calls it a privilege to bring someone else’s vision to life, proving that sometimes stepping out of the spotlight can lead to a project that’s as challenging as it is rewarding. SirDavis is a testament not only to Beyoncé’s clarity of vision but also to Dr. Bill Lumsden’s enduring ingenuity and adaptability in the ever-evolving world of whiskey.
Source- Forbes
