Alicia Keys joins Hennessy as their first female partner

R&B artist Alicia Keys is now the first woman to partner with Hennessy. The Grammy Award-winning artist is the face of their new Hennessy Paradis campaign.

Women’s Wear Daily announced the partnership between Keys and the French cognac with an exclusive interview.

In the interview, the classically trained pianist shared her thoughts on how this campaign is so important for women. “Man, I honestly think that is no better time than now. It is the age of women. It is the age and time of really uplifting and understanding the power of women — the power that we have to create, the power that we have to be the bosses of our businesses, the heads of our tables, the heads of boardrooms, the heads of companies, the heads of our families, the heads of the government and planning and changing the world as we know that it is best for the direction to go in a positive way.”

She added, “It is all about honoring women, and I feel like we will be able to balance out so much when we really honor the power of women.”

Keys joins the Hennessy partner ranks along with Chinese pianist Lang Lang. Known as the ‘world’s most famous pianist,’ Lang has had previous campaigns with the Paradis blend.

“He’s already been a partner with Paradis for a little while, said the 42-year-old singer. “And so, I think he was the one who suggested there could be a beautiful partnership with both of us. I loved the idea, especially with both of us as classically trained pianists and artists, but from two different sides of the world and just really representing the diversity and beauty of music harmony, you know, excellence and in craft.”

The campaign uses the Utah desert as the backdrop. Lang and Keys meet to create musical harmony with their dueling pianos. The fusion of their two techniques is a cosmic representation of the blend of the Paradis brand.

Paradis was launched in 1979 and named for the cellar of Hennessy’s founder. The outlet states the variation is a blend of over 200 cognacs and has been aged for over a century.

Keys cites her husband, iconic producer Swizz Beatz, as the person who introduced her to the fine liquor. “I was introduced to Paradis most likely by my husband, who always knows the best of the best.”

Martie Bowser is a journalist and public relations professional in Charlotte, NC. She enjoys amplifying the voices of POC and women that fill a void within their community. Her bylines include “person of interest” interviews, small business highlights, pop culture commentary, entertainment features, and everything Beyonce.

This story was originally published February 3, 2023 at 11:48 AM with the headline "Alicia Keys joins Hennessy as their first female partner."