Boxers and booze seem to be quite the trend these days. From Mayweather to McGregor, all the major fighters are either starting their own spirits brands or are being celebrated by established ones.
Ahead of his match this past weekend with Gennady Golovkin, Canelo Álvarez teamed with Hennessy for its “Never stop. Never settle.” campaign. The partnership includes original content, special events, and other promotions intended to inspire others.
“For me, boxing isn’t just a passion – it’s a family legacy,” said Canelo via statement. “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.”
Golden Boy Promotions brokered the deal with Hennessy for the Mexican boxer who they say “epitomizes the importance of family and the pursuit of excellence.” As the youngest of seven brothers, all of whom are professional boxers, Canelo is the only one to become a world champion.
Hennessy also created a Canelo-inspired cocktail, the Citrus Cross:
- 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.