Pernod Ricard’s US division has launched an ‘Afrobeats collection’ from cognac mark Martell in partnership with musician Davido and artist Prince Gyasi.
The pair unveiled the collection’s two debut releases, comprising limited-edition packs for Martell VS (below) and XO, at a private launch event in New York earlier this week. The XO edition is being launched exclusively in Africa.
The Martell VS Afrobeats bottle has gone on sale this week in the US at “fine retailers” nationwide and D2C via the brand’s website, with an SRP of US$35. The XO, meanwhile, will be released in Ghana, Kenya and Nigeria on an unspecified date.
The collection marks Prince Gyasi’s first collaboration with the cognac, while Davido has been Martell’s international brand ambassador since April 2021, when he fronted the ‘Be The Standout’ campaign. On Tuesday (28 October), Davido also released the video for his song ‘Already Falling’, filmed at Martell’s Château de Chanteloup estate in Cognac and featuring a bottle of Martell VS Afrobeats.
“Through this limited edition, Davido and Prince Gyasi bring music, art and design together in a way that feels distinctive, joyful and contemporary,” said Pernod Ricard’s VP of marketing prestige, Sébastien Borda. “It reflects the spirit of celebration and creative exchange we want people to experience through Martell.”
Last month, the brand owner commenced a global travel retail marketing push for Martell in Asia, centred around the Chinese Mid-Autumn Festival.
