Martell, the oldest of the great cognac houses, marked a defining moment in its evolving cultural strategy with the debut of its Afrobeats Live event in Paris on June 25th.
The event served as the launchpad for Martell's next phase of cultural direction, one shaped by long-term intent, credibility and creative partnership.
Afrobeats is shaping how a generation sees itself: bold, creative, and full of intent.
At the heart of this alignment lies a shared set of values: the optimism and joy that define Afrobeats' energy; a commitment to challenging the status quo that has shaped both Martell's and Afrobeats' cultural legacies and a collective mindset grounded in pride, collaboration, and community.
