Inside Martell’s Afrobeats Limited Edition XO: Davido Meets Prince Gyasi

When the name Martell Afrobeats XO first appeared on the shelves of high‑end liquor stores across Lagos, Accra and Johannesburg, fans wondered how the legendary French cognac house could capture the pulse of Africa’s biggest music movement. The answer lies in a meticulously crafted partnership that brings together Nigerian superstar Davido and Ghanaian visual maestro Prince Gyasi, delivering a limited‑edition spirit that is as much a cultural statement as it is a premium drink.

From concept to bottle: the birth of the Martell Afrobeats XO collaboration

The idea germinated in early 2025 when Martell’s Africa brand team, keen to deepen its relevance beyond traditional marketing, invited Davido to a private tasting in Paris. The Nigerian artist, fresh off his Timeless world tour, spoke passionately about the need for African narratives in global luxury. Simultaneously, Prince Gyasi, whose murals now grace the walls of Nairobi’s art districts, was experimenting with digital‑first canvases that echo the rhythm of Afrobeats.

Recognising a shared vision, Martell’s senior creative director proposed a three‑phase project: a bespoke XO blend, a visual identity curated by Gyasi, and a series of experiential events across key African markets. The collaboration was officially announced in June 2026, with a teaser video that juxtaposed Davido’s studio sessions with Gyasi’s brush strokes, instantly sparking buzz on Twitter, TikTok and Instagram.

Crafting the spirit: the role of African terroir

While Martell’s XO traditionally draws from the Grande Champagne region of Cognac, the limited edition incorporates a subtle infusion of African oak barrels sourced from Ghana’s coastal forests. These barrels, seasoned with local spices such as alligator pepper and a hint of shea butter, impart a nuanced aroma that mirrors the complexity of Afrobeats rhythms.

According to the master blender, the process involved a meticulous selection of 30 eaux‑de‑vie aged between 10 and 30 years, blended to achieve a silky mouthfeel that complements the bold flavours of the African oak. The final product boasts tasting notes of ripe mango, caramelised plantain, and a lingering finish of smoked kola nut – a tribute to the continent’s diverse palate.

Prince Gyasi’s visual language: turning sound into sight

Prince Gyasi approached the visual identity with the same reverence he brings to his mural work. He created a series of limited‑edition label designs that feature kinetic patterns inspired by traditional kente and adire textiles, interwoven with abstract representations of sound waves. Each label is hand‑painted, then digitised for mass production, ensuring that every bottle carries a unique artistic fingerprint.

The colour palette – electric turquoise, sunrise orange and deep indigo – reflects the vibrant energy of Lagos nightclubs and Accra’s street art scene. Gyasi also designed a collector’s box that doubles as a mini‑gallery, with a fold‑out poster showcasing his original sketch of Davido performing against a backdrop of African silhouettes.

Launch events: celebrating music, art and community

Martell rolled out the launch with three flagship events in 2026: Lagos, Accra and Nairobi. In Lagos, the rooftop venue at the historic Eko Hotel & Suites was transformed into an immersive experience, where Davido performed an exclusive acoustic set while Gyasi painted live on a massive canvas. Attendees received a personalised bottle with their name etched onto the label – a nod to the African tradition of naming and identity.

Accra’s event, hosted at the Kwame Nkrumah Mausoleum gardens, blended Ghanaian highlife with contemporary Afrobeats, featuring local drummers and dancers. The highlight was a collaborative art installation where Gyasi’s murals were projected onto the historic monument, creating a dialogue between past and present.

Nairobi’s launch focused on sustainability, partnering with local NGOs to plant a tree for every bottle sold. The venue, a refurbished warehouse in the Westlands district, showcased a pop‑up gallery of Gyasi’s work alongside a tasting lounge where guests could sample the XO paired with Ghanaian chocolate and Nigerian pepper soup.

Market response: sales, cultural impact and future prospects

Within the first month of release, Martell reported that the Afrobeats XO sold out in major Nigerian cities, prompting a second production run for the rest of West Africa. The limited edition has also attracted attention from collectors in Europe and North America, many of whom view it as a cultural artefact rather than just a spirit.

Beyond sales, the collaboration has sparked conversations about the role of African creatives in luxury branding. Industry analysts note that Martell’s move signals a broader shift, where global brands are seeking authentic partnerships with African talent rather than superficial endorsements.

Looking ahead, both Davido and Gyasi have hinted at a possible sequel – perhaps a limited‑edition rum or a line of fashion accessories – underscoring the potential for cross‑industry collaborations that celebrate African ingenuity.

FAQ

• What makes Martell Afrobeats XO different from the classic XO? The limited edition uses African oak barrels infused with local spices, delivering unique flavour notes of mango, plantain and kola nut, alongside a visual label designed by Prince Gyasi.
• Where can I buy the limited‑edition bottle? It is available at select premium liquor retailers in Nigeria, Ghana, South Africa, Kenya and through Martell’s official online store, with limited stock allocated per country.
• Is the bottle recyclable? Yes, the glass is 100 % recyclable, and Martell has committed to planting a tree for every bottle sold in Kenya as part of its sustainability pledge.

Martell’s Afrobeats Limited Edition XO stands as a testament to the power of collaboration between music, visual art and heritage. By weaving Davido’s sonic charisma with Prince Gyasi’s striking aesthetics, the brand has not only created a premium spirit but also a cultural milestone that resonates across the continent and beyond.

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