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Davido Claims He Dethroned Hennessy in Nigeria, Boosted Martell Across Africa
Afrobeats superstar Davido has made a bold claim about his impact on the liquor industry in Nigeria, stating that he played a key role in edging Hennessy out of the local market while significantly boosting Martell’s presence across Africa.
In a recent interview, the Timeless hitmaker, who serves as a brand ambassador for Martell, opened up about his influential partnership with the premium cognac brand. According to him, his endorsement alone was powerful enough to shift consumer preferences and drive major growth for the company on the continent.
“When Martell came in, I personally increased their GDP in Africa by over 22%,” Davido said. “That’s not ten artists—just one individual. I practically ran Hennessy out of Nigeria. These days, you walk into clubs and hardly see a Hennessy bottle—it’s all Martell now.”
He went on to reveal that Martell’s top executive flew him out on the company’s private jet to their headquarters in Cognac, France, where they finalised a strategic partnership.
As part of the deal, Davido was honored with his signature bottle and even secured a percentage stake in its sales.
“There’s real influence,” he added, emphasizing the power of celebrity endorsement and the cultural sway he holds within Nigeria and beyond.
“I chased Hennessy out of Nigeria, it’s hard to see a Hennessy bottle in Nigerian clubs now”
– Davido pic.twitter.com/RjJqFsPppr
— BASITO (@itzbasito) May 15, 2025