“If you listen to some of her lyrics, like “the grandbaby of a moonshine man,” whiskey is quite literally in her genealogy and her family,” said George. “For a long time, whiskey has been a little bit exclusive. But I think that the world we’re creating under Mrs. Knowles-Carter’s direction with SirDavis is a much more democratic space for people who maybe have not been incorporated into whiskey the way that we hope that they will in the future.”