Martell blends Afrobeats, art and cognac

Unveiled at a private event in New York City, the collection features redesigned Martell VS and XO bottles, combining the Cognac house's heritage with contemporary African music and visual art.

Martell has launched a limited-edition Afrobeats collection in collaboration with Nigerian musician Davido and Ghanaian artist Prince Gyasi.

The launch builds on Martell's five-year relationship with Davido and marks the first major product collaboration following Prince Gyasi's appointment as the brand's creative partner. The Martell VS edition will be available in the United States, while the XO release is exclusive to African markets.

Martell brings Afrobeats into its bottle designs

Gyasi developed the collection's visual identity around the movement, rhythm and energy of Afrobeats, drawing inspiration from the sound and landscapes of West Africa. The designs combine Martell's signature blue with gold tones, waves and vivid colours.

Davido features prominently on the Martell VS bottle, with his portrait interpreted through Gyasi's artistic style and surrounded by soundwave-inspired elements representing the musician's global influence.

Sébastien Borda, vice president of marketing prestige, Pernod Ricard: "Martell's heritage is rooted in craftsmanship and an optimistic spirit, with an openness to the cultural forces shaping our world. Through this Limited Edition, Davido and Prince Gyasi bring music, art and design together in a way that feels distinctive, joyful and contemporary. It reflects the spirit of celebration and creative exchange we want people to experience through Martell."

Davido and Prince Gyasi combine music and art

The collection also reflects the development of Davido's relationship with Martell, which has evolved alongside his music career.

Davido: "It's been a blessing to help push the sound of Afrobeats to the world. Five years with Martell, and we've built something really special for this launch. Bringing Prince into the mix to connect the music with his creative vision took it to a new level. I'm grateful to work with partners who have a shared goal of pushing African culture forward."

Prince Gyasi translated the movement and emotion of Afrobeats into colour and visual storytelling, using the bottles as artistic canvases.

Prince Gyasi: "When I hear music, I experience it visually. With these designs, I wanted to capture the feeling of Afrobeats - the movement, the joy, the confidence and the way it connects people across the world. Davido brings that energy through music, and I wanted to translate it through colour, movement and emotion. The aim was to create something that feels alive."

New York launch celebrates African creative culture

Martell hosted the private launch event in New York City, bringing together figures from music, art, design and contemporary culture. The evening was hosted by Martell culture ambassador Adesope Olajide, also known as Shopsydoo.

Davido and Gyasi took part in a fireside conversation about their creative backgrounds and the ideas behind the bottle designs. The event concluded with Davido joining Nigerian DJ Ecool behind the decks.

Martell connects the collection with Davido's music

The launch coincided with the release of Davido's music video for Already Falling, filmed at Château de Chanteloup, Martell's historic estate in Cognac, France.

Featuring the limited-edition bottles, the video brings the collaboration into Davido's musical world, connecting the brand's heritage with the visual identity of the collection. The campaign highlights the influence of Afrobeats across music, art and international culture.

Martell Afrobeats editions target US and African markets

The Martell VS Afrobeats Limited Edition is available at retailers across the United States while supplies last, as well as through Martell's online store, with a suggested retail price of $35.

The Martell XO Afrobeats edition will be distributed across Nigeria, Ghana and Kenya, extending the collection's availability into key African markets.

www.martell.com

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