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| Image: Google |
Nigerian music star Davido has opened up about how his collaboration with French cognac brand Martell transformed the alcohol landscape in Nigeria and across Africa.
Speaking in a recent interview clip shared on X (formerly Twitter) on Thursday, the singer detailed how his ambassadorial role played a key part in Martell’s rise, boasting that his efforts led to a more than 22% increase in the brand’s GDP on the continent.
“When Martell came, I grew Martell’s GDP in Africa over 22%. That’s one individual doing that. That’s not like 10 artists doing that,” Davido stated.
The DMW boss boldly claimed his influence has made Martell bottles more dominant in Nigerian nightlife, to the point that rival brand Hennessy has become nearly invisible in clubs.
“Basically, I chased Hennessy out of Nigeria. Go to the club, it’s hard to see a Hennessy bottle. It’s all Martell,” he said.
Davido also shared details about how the deal came to be, including a personal meeting with the brand’s top executive in France.
“I got called by the boss; he flew me out on the Martell jet to Cognac in France and he sat me down and we structured the whole deal. They gave me my own bottle. I got a percentage in a bottle now. There’s influence,” he added.
The revelation stirred mixed reactions online:
@Davxtar wrote, “He chased Hennessy out of Nigeria but e no fit chase Zino album from #1.”
@michaelwale_ praised the move, saying, “That’s real influence right there. It’s safe to say Hennessy is for brokies.”
However, some questioned his claims. @NuJhayhne commented, “Must he always lie to prove a point? Like wetin be this bros gain as he dey always drop lamba?”
@AfrokonnectNG came to his defense, saying, “He is not lying though, Martell is everywhere now because of Davido.”
@iamcurious00 offered a different perspective: “Na because Hennessy cost pass Martell. He no chase anything, the economy touch everybody.”
Despite the divided opinions, Davido’s influence on branding and nightlife trends in Nigeria remains a talking point.
Watch him speak below…
“I chased Hennessy out of Nigeria, it’s hard to see a Hennessy bottle in Nigerian clubs now”
— BASITO (@itzbasito) May 15, 2025
- Davido pic.twitter.com/RjJqFsPppr
#Davido
#Matinell
#Hennessy
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