Pernod Ricard has launched the Martell VS Afrobeats bottle in the United States this week, priced at an SRP of $35. The bottle is available at select fine retailers across the country and directly through the brand’s website. Additionally, the Martell XO is set to be released in Ghana, Kenya, and Nigeria, although a specific launch date has not yet been announced.
This collection represents Prince Gyasi’s first collaboration with the Martell brand, while Nigerian artist Davido has served as Martell’s international brand ambassador since April 2021, when he led the ‘Be The Standout’ campaign. On October 28, the same day as the US launch, Davido unveiled a music video for his new song ‘Already Falling,’ which was filmed at Martell’s Château de Chanteloup estate in Cognac, featuring the Martell VS Afrobeats bottle prominently.
Sébastien Borda, Pernod Ricard’s Vice President of Marketing Prestige, described the limited edition release as a blend of music, art, and design that conveys a sense of joy and modernity. “It reflects the spirit of celebration and creative exchange we want people to experience through Martell,” he said.
In addition to this release, Pernod Ricard initiated a global travel retail marketing campaign for Martell in Asia last month, focusing on the Chinese Mid-Autumn Festival as a promotional highlight.
