Hennessy teams up with Alicia Keys

LVMH-owned Hennessy Cognac has revealed a new global campaign for its Paradis expression, created in partnership with singer-songwriter Alicia Keys.

The campaign, featuring 15-time Grammy award-winner Keys and Chinese virtuoso pianist Lang Lang, has been created as a nod to Hennessy Paradis’ beginnings, which are said to be ‘grounded in music’.

Shot in the Utah desert, the global campaign blends Keys’ diverse style and culture through imagery and an original poem to ‘amplify the natural beauty of Hennessy Paradis and become its modern day conductors’.

Alongside Keys, Lang Lang, who began collaborating with Hennessy in 2022, serves as the ‘classical showman’ and fellow harmony maker of the Paradis symphony that the campaign aims to showcase.

Lang Lang commented: “My idea of bliss is to play music amidst the beauty of nature – the Grand Canyon is the ultimate paradise.”

The Girl On Fire singer added: “When thinking about harmony, I envision how beautiful it is to be able to stack one sonic on top of another, and how there are so many notes in between that create a beautiful expression of a melody that couldn’t exist without the other.

“It’s so cool to be able to play together for what it represents. We grew up on different sides of the planet, but we were able to come together and understand each other through harmony, music, passion, and bliss, to create the feeling of ‘Paradis on Earth’.”

Hennessy Paradis was first created by Hennessy’s sixth-generation master blender, Maurice Fillioux, in 1979.

It was named after the cellar in which Hennessy’s most precious reserves of eau-de-vie are kept.

Paradis is defined by its meticulous blending process, long maturation, and an ‘unparalleled essence of luxury that unites in a rhythmic performance’.

Last year, Hennessy released a limited edition gold bottle of Paradis as an NFT.