Hennessy and Golden Boy Promotions, the first national Hispanic-owned boxing promotional company, have announced a formal partnership that brings to life the spirit of Hennessy’s “Never stop. Never settle.” mantra, with content that tells the remarkable story of Saul “Canelo” Álvarez. According to Hennessy, the Mexican boxer epitomizes the importance of family and the pursuit of excellence, just like the brand itself.
According to the press release: “The integrated partnership features original content, in addition to digital micro-videos, special events, and cross-channel promotions intended to inspire others to ‘Never stop. Never settle.’ The similarities between Hennessy and Golden Boy are striking: both truly live by the “Never stop. Never settle.” mantra and recognize the importance of community and family in building a successful and enduring legacy. As the youngest of seven brothers, all of whom are professional boxers, Canelo is the only one to become a world champion. He and his Golden Boy network represent an enduring love for the sport of boxing and a dedication to family and country, much like the Hennessy family itself.”
“For me, boxing isn’t just a passion – it’s a family legacy,” said Canelo. “Working with my Golden Boy team and Hennessy is the perfect way to celebrate that. It is my time to inspire others with my ‘Never stop. Never settle.’ story.”
In 2017, the Maison Hennessy celebrates over two and half centuries of an exceptional adventure that has linked two families, the Hennessy and the Fillioux, for seven generations and spanned five continents. It began in the French region of Cognac, the seat from which the Maison has constantly passed down the best the land has to give, from one generation to the next. In particular, such longevity is thanks to those people, past and present, who have ensured Hennessy’s success both locally and around the world. Hennessy’s success and longevity are also the result of the values the Maison has upheld since its creation: unique savoir-faire, a constant quest for innovation, and an unwavering commitment to Creation, Excellence, Legacy, and Sustainable Development. Today, these qualities are the hallmark of a House – a crown jewel in the LVMH (Louis Vuitton Moët Hennessy) Group – that crafts iconic and prestigious Cognacs.
Los Angeles-based Golden Boy Promotions was established in 2002 by the 10-time world champion in six divisions Oscar De La Hoya, the first Hispanic to own a national boxing promotional company. Golden Boy Promotions is one of the boxing’s most active and respected promoters, presenting shows in packed venues around the world and has worked with networks such as HBO, Estrella TV, ESPN, TeleFutura, FOX Sports 1, FOX Deportes, Televisa and TV Azteca. The company has also promoted some of the top boxing events in the history of the sport including De La Hoya vs. Mayweather, Mayweather vs. Canelo and other notable pay-per-view fights featuring fan-favorites Canelo Alvarez, Bernard Hopkins, Juan Manuel “Dinamita” Marquez, Miguel Cotto, Marco “Baby Faced Assassin” Antonio Barrera, Erik “El Terrible” Morales and Sugar Shane Mosley.
In recognition of the millions of boxing fans that will be cheering across the globe this weekend, Hennessy recommends enjoying this Canelo-inspired cocktail while viewing at home:
• 1 ½ oz. Hennessy V.S.O.P Privilège Cognac
• ½ oz. Triple sec or orange liqueur
• Splash orange juice
• Top with lemon-lime soda
Combine Hennessy, orange liqueur, and orange juice in a rocks glass with ice; top with lemon-lime soda.