How Davido’s Influence Propelled Martell Ahead of Hennessy in Nigeria’s Cognac Market

In the vibrant and competitive Nigerian beverage market, a seismic shift has occurred, with Martell overtaking Hennessy as the leading cognac brand by volume, according to the latest IWSR report. At the heart of this transformation is one man: David Adedeji Adeleke, popularly known as Davido, the Afrobeats superstar whose influence has redefined brand loyalty and consumer preferences in Nigeria. Through his strategic partnership with Martell, Davido has not only reshaped the cognac landscape but also demonstrated the unparalleled power of celebrity endorsement in driving market dominance.

Davido’s journey to becoming a global music sensation began with his breakout hit “Dami Duro” in 2011, followed by a string of chart-topping albums like Omo Baba Olowo and Timeless. With over 2 billion streams on Spotify, 1.7 billion YouTube views, and a social media following exceeding 54 million, Davido’s influence transcends music. His ability to connect with fans, particularly Nigeria’s youth, has made him a cultural force, capable of shaping trends and consumer behavior. This influence caught the attention of Maison Martell, one of the oldest cognac houses, founded in 1715, which saw in Davido a “Standout Swift”—a figure who challenges conventions and paves the way for others.

In 2021, Martell named Davido its international ambassador, a move that marked the beginning of a transformative partnership. Unlike traditional endorsements, Davido’s role went beyond mere promotion. His vibrant personality, rooted in both Nigerian and global cultures, aligned perfectly with Martell’s brand ethos of audacity and innovation. The partnership was cemented with a $5 million deal, a bespoke Martell x Davido Exclusive Blend crafted in his honor, and a series of high-profile campaigns that leveraged his massive fanbase, known as the “30BG.”

Davido’s impact on Martell’s market share in Nigeria has been nothing short of remarkable. In a recent interview, he claimed, “When Martell came, I grew Martell’s GDP in Africa over 22%. That’s one individual doing that. Basically, I chased Hennessy out of Nigeria. Go to the club, it’s hard to see a Hennessy bottle. It’s all Martell.” While some critics questioned the bold statement, the numbers tell a compelling story. According to the IWSR report, Martell has surpassed Hennessy to become Nigeria’s top cognac by volume, a feat widely attributed to Davido’s influence.

The shift is evident in Nigeria’s nightlife, where clubs and lounges once dominated by Hennessy bottles now prominently feature Martell. Social media posts from fans and industry observers underscore this change, with comments like, “Davido made Martell popular in Nigeria. Na OBO even made me buy Martell for the first time” and “Truth, Hennessy no really sell like before, na Martell people dey buy.” These sentiments reflect a cultural pivot driven by Davido’s endorsement, which has made Martell the drink of choice for a new generation of Nigerian consumers.

Martell’s success in Nigeria can be traced to its strategic campaigns, particularly the “Be The Standout Swift” initiative launched in 2021 and expanded in 2024 to celebrate Afrobeats. Directed by award-winning filmmaker Meji Alabi, the campaign paid homage to Fela Kuti’s Afrobeat legacy while positioning Davido as its modern torchbearer. By aligning Martell with the global rise of Afrobeats, the campaign resonated deeply with Nigeria’s youth, who see Davido as a symbol of resilience and ambition.

Davido’s authenticity has been key to this success. Unlike endorsements that feel forced, his partnership with Martell feels organic. He has openly shared his journey with the brand, from being flown to Cognac, France, on the Martell jet to structure the deal, to receiving a percentage of every bottle sold. This transparency, coupled with his genuine passion for the brand, has fostered trust among fans. As one X user noted, “The way everyone switched from Hennessy to Martell because of Davido is crazy. He’s no doubt the most influential person in Africa.”

Martell also capitalized on Davido’s influence through experiential marketing. Events like the PUMA x Davido 2.0 collection launch in 2024, where Martell was a partner, drew massive crowds and reinforced the brand’s cultural relevance. The Martell x Davido Exclusive Blend, crafted with eaux-de-vie from 1992 (Davido’s birth year), became a symbol of prestige, gifted to his inner circle, further elevating the brand’s allure.

Davido’s bold claim of “chasing Hennessy out of Nigeria” sparked debate, especially after a 2018 photo resurfaced suggesting he once faked a Hennessy endorsement. Critics accused him of exaggeration, with one X user stating, “Too much talk no dey full basket. He knows his gullible fans believe anything.” However, supporters countered that the photo was likely a misunderstanding, emphasizing Davido’s loyalty to Martell since 2021. The controversy, rather than derailing his influence, kept Martell in the spotlight, fueling online discussions and reinforcing its market position.

Davido’s partnership with Martell highlights the growing power of celebrity endorsements in Nigeria’s consumer market. His ability to shift preferences in a competitive industry underscores the importance of cultural relevance and authenticity in branding. Martell’s 22% GDP growth in Africa, as claimed by Davido, may reflect a combination of his influence and the brand’s strategic marketing, but the results are undeniable. As one fan remarked on X, “Martell is now the #1 Cognac in volume in Nigeria, overtaking Hennessy. This can only mean one thing: having Davido as their ambassador was the best thing they did.”

Beyond Nigeria, Davido’s partnership has elevated Martell’s profile across Africa and globally, aligning the brand with the Afrobeats movement. His international stature, evidenced by performances at the 2022 FIFA World Cup and sold-out concerts at venues like the O2 Arena, amplifies Martell’s reach, making it a symbol of African excellence.

Davido’s partnership with Martell is a masterclass in leveraging cultural influence to drive market success. By aligning with a global music icon who embodies audacity and authenticity, Martell has not only overtaken Hennessy in Nigeria but also redefined what it means to be a standout brand in a competitive market. As Davido continues to rise, so too does Martell, proving that in the world of Afrobeats and cognac, his influence is unmatched.