Hennessy, the world's best-selling Cognac, partnered with the National Brotherhood of Cyclists (NBC) - a nonprofit organization of cycling clubs founded in Marshall 'Major' Taylor's honor - to organize synchronized tribute rides on December 1, 2018. Commemorating the incredible story and lifetime achievements of the cycling champion, coordinated rides in Atlanta, Dallas, Detroit, Chicago, Los Angeles, and New York continued the NBC's mission of promoting diversity in sports. In April 2018, Hennessy launched the latest chapter of its award-winning "Wild Rabbit" campaign, "Major." In addition to competing on the velodrome, equal access to and the pursuance of education was of great importance to Marshall 'Major' Taylor. As such, Hennessy and the NBC awarded one deserving person with a $25,000 scholarship to continue their own higher education. Interested applicants entered to win the MMT Higher Education Scholarship by sharing their "Never stop. Never settle." story at www.theNBC.Bike.

Hennessy further commemorated the cycling champion's legacy with limited edition offerings inspired by his story, including a beautifully crafted state-of-the-art bicycle and inspired apparel line. Available in time for the holidays, a portion of proceeds went back to the National Brotherhood of Cyclists.