Hennessy Partners With Golden Boy Promotions To Celebrate “Canelo” Alvarez

Hennessy and Golden Boy Promotions 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. Like Hennessy, the Mexican boxer epitomizes the importance of family and the pursuit of excellence.

Hennessy Celebrates “Canelo” Alvarez & Their Shared Commitment to Country & Family

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.”