Hennessy’s latest marketing effort tells the story of Saul Canelo Alvarez, the Mexican boxing star, and his mantra, “Never stop. Never settle.”
Similarities between Hennessy and Alvarez are striking, Hennessy says: “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.
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.”