Introduction

Martell has entered a vibrant new chapter by merging the worlds of premium cognac and Afrobeats music. Through a collaboration with Nigerian superstar Davido and Ghanaian visual artist Prince Gyasi, the French house introduces a limited-edition collection that translates the rhythm and energy of Afrobeats into glass and color.

What Happened

On Wednesday, October 28, Davido and Prince Gyasi joined Martell at Bathhouse Studios in New York City for the global launch of the VS and XO Afrobeats collection. The evening featured specialty cocktails, a fireside chat hosted by Martell Culture Ambassador Adesope Shopsydoo Olajide, and visual projections including Davido's Already Falling music video, filmed at Martell's Château de Chanteloup in France.

Why This Matters

This partnership signals how Afrobeats continues to shape global pop culture, extending its influence from streaming stages into luxury spirits. By giving visual artists and musicians canvas-like bottle designs, Martell creates a bridge between sound and sight, inviting consumers to experience Afrobeats' movement, joy, and confidence through taste and design.

Key Takeaways

  • Martell VS and XO Afrobeats bottles will be available nationwide at fine spirits retailers, with the VS priced at $35.
  • The XO expression will debut in Nigeria, Ghana, and Kenya, expanding the collection's reach across West Africa.
  • Davido reflected on five years with Martell, calling the partnership a milestone in pushing African culture forward.
  • Prince Gyasi described using the bottles as canvases to capture Afrobeats' energy, movement, and emotional connection.
  • The night concluded with Davido DJing alongside Nigerian DJ Ecool, keeping the music central to the celebration.

Conclusion

Martell's Afrobeats collaboration with Davido and Prince Gyasi isn't just a limited-edition release, it's a cultural moment where music, art, and spirits converge. As Afrobeats continues to break boundaries, partnerships like this one ensure the genre's rhythm and visual language reach new audiences, one bottle at a time.