Meet Monniquer “Moe” Peacock, Washington, D.C. Native for Beyoncé’s SirDavis Whisky

Before Monniquer “Moe” Peacock became Eastern Region Brand Ambassador for SirDavis, she had already spent years making a name for herself in cocktails, hospitality and whisky.

The Washington, D.C. native announced the new role in May, adding SirDavis, the American whisky founded by Beyoncé Knowles-Carter, to a career that has taken her from cocktail competitions in the District to national recognition, beverage education and marketing.

For Peacock, the appointment is not a departure from what she was doing before. It is the latest step in work that has steadily moved beyond making drinks and into the business surrounding them.

Peacock studied mass communication at Delaware State University before earning a master’s degree in marketing management from the University of Maryland Global Campus. A first-generation honors graduate, she later added formal whisky education to her background, earning Canadian Whisky Certification in 2024.

Her cocktail credentials came first.

Peacock placed among the top three in Chocolate City’s Best Cocktail Competition in 2020. In 2021, she won the Black Restaurant Week Cocktail Competition in Washington, D.C., powered by Maker’s Mark.

By 2023, her work was reaching audiences outside the Washington area. She was selected as talent for the Charleston Food & Wine Festival, named one of Chilled Magazine’s Top 100 Bartenders and chosen as a Bourbon Women SIP Scholar. Her biography also lists a 2025 Dean’s Recognition for Academic Beverage Leadership in collaboration with Diageo and the University of Michigan.

Those years behind the bar were also an education for people.

Knowing how a whisky is made is one skill. Explaining it to someone who has never tried it is another. So is teaching restaurant staff how to talk about a bottle, working with a bar on where it fits on a menu or creating an event where guests can taste it for themselves.

Peacock’s work has increasingly moved into those areas.

Her professional materials describe experience training bartenders and restaurant teams, developing relationships with hospitality businesses and working on events that introduce beverage brands directly to consumers. Her background also combines that practical experience with the marketing education she pursued outside the bar.

That mix now comes with a much larger assignment.

A New Role With SirDavis

As Eastern Region Brand Ambassador, Peacock represents SirDavis in a position that puts her experience with whisky, hospitality and marketing to work across the region.

When she announced the appointment, Peacock traced the opportunity back to what she called “curiosity and cocktail culture.”

She also described a goal of reaching a new generation of whisky drinkers, including people who may be curious about the category but do not consider themselves whisky experts.

SirDavis arrives with an obvious advantage in getting their attention.

Beyoncé launched the whisky with Moët Hennessy in 2024. Two years later, the ownership structure changed. In August 2026, Beyoncé acquired LVMH’s stake and became the sole owner of SirDavis. Financial terms were not disclosed.

The whisky also has roots in her family history. SirDavis is named for Beyoncé’s paternal great-grandfather, Davis Hogue, whom the brand identifies as a farmer and moonshiner during Prohibition.

Dr. Bill Lumsden helped develop the whisky. SirDavis is made with 51% rye and 49% malted barley, finished in Pedro Ximénez sherry casks and bottled at 44% alcohol by volume, or 88 proof.

For someone encountering the bottle because Beyoncé’s name caught their attention, those details introduce another side of SirDavis.

Peacock is now one of the people tasked with making that introduction.

Her previous work prepared her for that kind of room. Her portfolio includes beverage education, staff training and events involving established whisky brands, including a Johnnie Walker dinner in Washington centered on a 52-year expression.

She has also worked on beverage programming and brand visibility in Washington hospitality spaces. The work requires an understanding of the people pouring the drink as much as the people ordering it.

The Career Behind the Appointment

Peacock’s SirDavis title may be what introduces her to a wider audience, but it does not tell the entire story.

She entered the field through hospitality and cocktails, competed locally, pursued graduate education, studied whisky and gradually moved into work that combines the bar with marketing and business.

Her interests outside work offer another glimpse into that progression. Peacock describes herself as an avid dancer and museum lover with a broad interest in music. Her biography also identifies her as a dedicated whisky enthusiast. Her signature drink is a Black Manhattan made with amaro and Pedro Ximénez sherry.

Culture, for Peacock, is not an accessory to hospitality. It is part of how people decide where they go, what they drink and what they remember.

That perspective now follows her into a brand with global name recognition.

Beyoncé may be the reason some consumers first notice SirDavis. Peacock’s work begins after they do.

For the Washington native who started with cocktails and curiosity, becoming Eastern Region Brand Ambassador puts a larger platform behind skills she had already spent years developing.

And while SirDavis is now part of her professional story, Peacock has been building a name of her own.

Her philosophy remains straightforward: “Treat Yourself, Never Cheat Yourself.”

For Monniquer “Moe” Peacock, there is now another title to go with it: Eastern Region Brand Ambassador for SirDavis.