Martell-Davido partnership extended with ‘Davido XO’ launch
By Kingsley Odii
Martell, a popular French cognac brand, has celebrated its renewed partnership with Nigerian foremost musician Davido with the launch of Davido XO, a blend named after the Afro Musoc superstar. According to a statement released by the company, the partnership is in furtherance of Martell’s commitment to supporting African talents and providing them with a platform to showcase their skills and creativity.
Davido, who has previously worked with Martell in 2020, expressed excitement at the renewed partnership and his commitment to promoting the brand. He also revealed that he is working on a new project in collaboration with Martell, which he hopes will be a hit with fans of both the brand and his music.
Martel has also announced, the launch of a new exclusive blend named after the Nigerian music superstar, Davido. The blend called “Davido XO” is a blend of Martell’s finest cognacs, aged up for 20 years in oak barrels. The blend is said to be a unique combination of smoothness and complexity, with note of dried fruits, spices and wood. The blend is available exclusively in Nigeria and is the first of its kind to be named after an African artist.
Martell, on its part, has been actively involved in promoting African talent through various initiatives and partnerships. The brand has also been recognized for its commitment to sustainability, with a focus on reducing its carbon footprint and promoting responsible consumption.
Commenting on the renewed partnership with Davido, Cesar Giron, CEO martell Cognac said: ‘’We are thrilled to continue the partnership with Davido. It has been such a successful collaboration so far, but we still have so much to do. We can’t wait to write the rest of the story. We are very grateful to Davido for sharing the same passion for the cognac and to be fired by the same creative energy as Maison Martell”.
Speaking in the same vein, Davido said, “I am so excited to continue this incredible adventure with Martell. It has been an amazing two-year adventure, discovering more about the House, about the cognac. I feel so honored that Christophe Valtaud created this Exclusive Blend for me. We rise by lifting others, this is a key value both Martell and I share. The best is yet to come” comments Davido.
Overall, the renewed partnership with Davido is seen as a positive step towards promoting African talent and showcasing the continent’s rich cultural heritage to a global audience.
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