Hennessy wants to fund the next generation of Black entrepreneurs.

On March 29, the world’s best-selling cognac unveiled its “Never Stop Settle Society,” a comprehensive growth accelerator co-created with the Marcus Graham Project (MGP).

The initiative was introduced in the new “Dear Destiny” commercial narrated by Hip-Hop legend Nas and produced by UNINTERRUPTED. The commercial aired during the 52nd NAACP Image Awards on BET with a spotlight placed on the legacy of Black Wall Street.

“The ‘Never Stop Never Settle Society’ builds on Hennessy’s long-standing commitment to Black communities and ongoing mission to champion cultural diversity by pushing the limits of potential for Black entrepreneurs,” said Jasmin Allen, Senior Vice President, Hennessy US, in an official press release. “We aim to expand on that legacy in the most impactful and meaningful ways by providing access to capital and resources to those demonstrating the ability to reshape Black communities through social impact.”

Paying homage to past models of community-built success which includes Tulsa’s Greenwood District, “Never Stop Never Settle Society,” was created to provide Black entrepreneurs with high-impact funding, infrastructure, and resources that will not only further their journeys but ultimately transform communities.

Lump sum funds in the amount of $50,000 will be awarded to selected ventures who are on their way to reshaping the world through social impact. The selected businesses will also gain access to The Gathering Spot Connect, a Black-owned digital hub that offers business development, education, and networking resources.

Selected ventures will also have the opportunity for growth at the program’s physical footprint and state-of-the-art office at Moët Hennessy’s headquarters in New York City, set to debut in late 2021.

The space will offer scheduled access to a content studio as well as a compelling slate of educational programming and leadership engagement for business-membership.

“Some of the most powerful leaders and creators in the Black community are entrepreneurs creating jobs, rich legacies and taking ownership of new paths,” said Lincoln Stephens, CEO and co-founder of the Marcus Graham Project, in a press release. “Access to capital resources to allow for authentic growth has traditionally been a barrier. For over a century now, Hennessy’s participation in the Black community has transcended typical corporate action, and I’m excited to be part of this next chapter that substantively uplifts entrepreneurship as a means towards closing the wealth disparity.”

Hennessy has served as one of the first corporate sponsors of the NAACP and the relationship continues today. During the award show, the history with the organization came full circle with the first-ever Never Stop Never Settle Award presented by Nas to former WNBA player-turned-owner and executive, Renee Montgomery.


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Applications for Hennessy’s Never Stop Never Settle Society will open on Tuesday, April 6th.

Click here for more information on how to apply.