In a landmark shift for Nigeria’s premium drinks market, Martell has officially become the #1 cognac by volume, surpassing long-standing leader Hennessy, according to the latest IWSR report — the global authority on alcohol consumption trends.

This isn’t just a win for the brand — it’s a cultural moment. The transformation was powered by a strategic blend of global vision and local execution. At the center of the wave? Afrobeats icon Davido, whose influence stretched beyond music into nightlife, lifestyle, and now, beverage culture.

The success of Martell in Nigeria is also a testament to Pernod Ricard Nigeria’s bold activations, authentic storytelling, and a team that understood the nuances of a young, vibrant, and luxury-hungry market. This win proves what’s possible when local insight and global alignment collide.

With Nigeria as a launchpad, the Martell movement is now poised to spread across Africa and beyond — a case study in influence, strategy, and cultural relevanc