Beyoncé, the 32-time Grammy-winning singer, has unveiled her latest business venture, SirDavis, a luxury whiskey brand inspired by her great-grandfather, Davis Hogue, a Prohibition-era moonshiner. The brand is a joint venture between Beyoncé and Moët Hennessy, the drinks division of luxury conglomerate LVMH.

SirDavis is an American whiskey with a unique flavor profile, featuring notes of dark red fruits, clove, and cinnamon. The recipe was crafted by Bill Lumsden, master distiller behind LVMH-owned Scottish single-malt whiskies Glenmorangie and Ardbeg. The whiskey’s maturation is completed in a sherry cask, resulting in an elegant mouthfeel and texture reminiscent of Japanese and Scotch whiskies.

Beyoncé was involved in designing the bottle, which features a bronze horse logo representing her Texas roots. The brand is named after her great-grandfather, who stashed liquor bottles in empty knots of cedar trees for friends and kin to find and enjoy.

Beyoncé said, “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.”

SirDavis is the latest venture in Beyoncé’s growing business empire, which includes a fragrance, haircare products, and a production house. She joins a list of celebrities in the luxury drinks market, including Drake, Dwayne Johnson, and her husband Jay-Z.

The brand will be available across the US and at selected stores in London, Paris, and Tokyo from September, retailing for $89. Moët Hennessy hopes to tap into the burgeoning $5.1-billion US whiskey market, which has seen a significant increase in distillers over the past two decades.