#USA #New York City #Davido #Maison Martell #Prince Gyasi

Maison Martell Blends Afrobeats Creativity with Davido and Prince Gyasi

Last night, the iconic Maison Martell, renowned as the oldest among the prestigious Cognac houses, hosted an extravagant launch event in New York City for their latest artistic initiative - the Martell Afrobeats collection. This collection is not just about the cognac itself; it represents a fusion of music, art, and design, encapsulating the vibrant spirit of Afrobeats and its global cultural impact.

The event marked the global debut of the new Martell VS and XO Limited Edition bottles, showcasing unique designs inspired by the driving forces of contemporary culture. Maison Martell's long-standing partnership with renowned Afrobeats artist Davido was spotlighted, as he shares a five-year relationship with the brand, while Ghanaian artist Prince Gyasi has taken on the role of Martell’s Creative Partner.

Central to the unveiling was a captivating fireside chat led by Martell Culture Ambassador, Adesope Olajide, also known as Shopsydoo. He engaged Davido and Prince Gyasi in an enriching discussion about their creative pathways, including the thoughts and inspirations that informed the design of the new limited-edition bottle.

At Bathhouse Studios, the evening came to life not only through visually stunning designs but also through the atmosphere of creativity and connection that Afrobeats fosters. This innovative expression was showcased through Gyasi's art, who translated the dynamism of the Afrobeats genre into striking visuals. His designs harmoniously merged Martell’s signature blue with bold colors and patterns reflecting the essence of West African landscapes and sound.

In Prince Gyasi’s imaginative interpretation, Davido’s portrait was featured prominently, encircled by soundwaves that illustrated his extensive global reach and influence in the music industry. Sébastien Borda, Vice President of Marketing Prestige at Pernod Ricard, emphasized that this collaboration showcases Martell's commitment to celebrating artistic expression. He remarked, “Martell's heritage is rooted in craftsmanship... This Limited Edition reflects the spirit of celebration and creative exchange we strive to embody at Martell.”

Davido himself shared his gratitude for the collaboration, stating that the bottle design symbolizes the growth of his relationship with Martell, paralleling the evolution of his musical career. “Working alongside Prince to blend our creative visions has elevated our partnership... We aim to promote African culture globally.”

As part of the collection, Prince Gyasi transformed the bottles into canvases, reflecting the joy, energy, and collective experience inherent in Afrobeats. He described his vision: “When I hear music, I experience it visually... I wanted to convey the essence of Afrobeats through color and emotion, making something that feels alive.”

The launch was attended by an exclusive guest list composed of influencers and creatives from the fields of music, art, and culture, celebrating not just the beverages but the larger narrative of Afrobeats across various cultural landscapes. The night concluded with a performance from Davido, as he partnered with Nigerian DJ Ecool, delivering an electric end to the event that epitomized the collaboration's core - a vibrant celebration of music.

Adding to the excitement, the announcement coincided with the debut of Davido's latest music video, produced at Château de Chanteloup, Martell's historic estate located in Cognac, France. The video integrates the visual themes from the Afrobeats collection, reinforcing the connection between music, art, and the legacy of Martell.

Now available in the U.S. at select retailers and online via Martell.com at an SRP of $35, the Martell VS Afrobeats bottle serves as a testament to the popularity and cultural significance of Afrobeats, just as the new XO expression prepares to launch in select African countries including Nigeria, Ghana, and Kenya. For more updates, follow Martell on Instagram at @MartellUSA.

Join us in celebrating the richness and diversity of culture through these groundbreaking collaborations. Enjoy responsibly — MARTELL Cognac. 40% Alc./Vol. (80 Proof). Product of France. ©2026 Imported by Martell Co., Purchase, NY.