Beyoncé's"Cowboy Carter" tourisn't just amusical masterpiece; it's also a business blueprint, showcasing her expertise as both an entertainer and a brand strategist. The Grammy-winning singer kicked off the third show at MetLife Stadium in East Rutherford, New Jersey, on May 25. The concert was her third timeperforming in the New York area— East Rutherford, New Jersey — on herCowboy Carter and Rodeo Chitlin' Circuit Tour. She is set to perform on the same stage for a total of five nights. The remaining shows will take place May 28 and 29. As fans know,Beyoncéfirstdebuted her "Cowboy Carter" tourat SoFi Stadium in Los Angeles on April 28 with39 songs on the set list. She performed a total of five shows there, putting on arevolutionary showfilled with family, fashion, different music genres, and most notably country music and cultural commentary. However, the show has also been a masterclass in business and branding, withBeyoncéseamlessly weaving her ventures throughout the tour and even spotlighting them onstage. Beyoncé's Cécred hair care line has been named the official beauty brand of the "Cowboy Carter" tour. Dubbed the Cécred Roadshow, the brand is delivering a nationwide mobile pop-up, and Los Angeles concertgoers were the first to experience it before it hit a number of other cities and Ulta Beauty stores around the country. During the tour, fans have had access to a Cécred oasis filled with live activations, photo opportunities and merchandise. And Beyoncé makes sure to showcase her brand throughout her onstage performances. During her song "Thique," she gave a shoutout to Cécred'sviral restoring hair and edge drops. She adds, "that's that Cécred drops," referencing the thickness fans experience in their hair after using the product. Of course, Beyoncé releasedher hair care linelast year. Prior to the announcement, she teased her new business venture on Instagram while opening up about the impact of growing up in her mom's hair salon. And Cécred isn't the only brand Beyoncé highlights throughout her show. Her SirDavis whiskey brand is a constant. In her 2024 song "Bodyguard," Beyoncé sings "Davis in my bones" and fans are able to sing along in unison because SirDavis Whisky is the official spirit of the tour. OH THE DRINK CUPS!pic.twitter.com/EKPUAJqVZn — Beyoncé Press. (@beyoncepress)April 29, 2025 TheAmerican whiskey SirDaviswas founded by Beyoncé and crafted in partnership with Moët Hennessy. Fans attending her concerts have plenty of opportunities to enjoy it. Multiple SirDavis bars and specialty cocktails are available throughout the shows. At some stops mini SirDavis shot glasses and mason jar-style cups topped with white cowboy hats filling the stadium have been available for sale. BEYONCÉ IS A TRULY HILARIOUS WOMAN LMFAOOO😭😭😭😭😭pic.twitter.com/UaXXB46mrv — 𝗱𝗮𝗻𝗻𝘆🫧💚 (@beyoncegarden)May 18, 2025 Beyoncé continues this business blueprint onstage. At one point during the show, a robot arm pours her a glass of SirDavis whiskey live onstage. The moment hassparked several viral clipsand has also served as a unique way to promote the brand. The nine-city tour will span the U.S. and Europe with the grand finaletaking place in Las Vegason July 26. Beyoncé has alreadymade history with her scheduled tour dates, including by playing the most dates at SoFi Stadium of any artist. Follow Caché McClay, the USA TODAY Network's Beyoncé Knowles-Carter reporter, onInstagram,TikTokandXas @cachemcclay. This article originally appeared on Nashville Tennessean:Beyoncé's 'Cowboy Carter' tour is a master class in marketing
