Every bottle of Never Say Die bourbon has a remarkable story. It begins on a Kentucky farm in the 1950s, gallops triumphantly to the Epsom Derby, and echoes in Liverpool’s legendary Casbah Coffee Club. But the journey doesn’t end there, it continues through oceans and across continents. Intrigued? You should be.
Never Say Die is the first bourbon to be distilled in Kentucky, shipped across the Atlantic, and matured in England. This innovative aging process takes the whiskey on a transcontinental journey, exposing it to three distinct climates.
Kentucky’s temperature swings between blistering summers and icy winters accelerating the bourbon’s interaction with charred oak barrels. This creates deep, rich flavours as the wood expands and contracts. Then for six weeks, the bourbon travels across the ocean, experiencing the constant motion of the waves, temperature fluctuations, and the salinity of the sea air. This process intensifies the bourbon’s maturation, adding complexity and character.
Finally, at the White Peak Distillery in Derbyshire, the bourbon undergoes a final maturation, infusing it with an essence of England’s characteristically cool climate. This unique environmental trifecta results in a noteworthy whiskey profile, certain to intrigue bourbon fans.
Never Say Die is the first bourbon to be distilled in Kentucky, shipped across the Atlantic, and matured in England…
Bottled at 47.5% ABV, this versatile bourbon is light and approachable, featuring notes of vanilla, caramel, orange, and mild oak. It offers a mellow spice that whiskey enthusiasts and newcomers alike will appreciate. With just 2,750 bottles per small batch, it represents an artful blend of select barrels.
With a higher ABV (56%-61%), this bold, high-rye bourbon balances spice and sweetness. Each barrel imparts unique flavours, but expect a marriage of oak, caramel, vanilla, cinnamon, coconut, and pepper. The finish is smooth yet punchy, making it ideal for sipping neat or enjoying in a classic whiskey cocktail.
Crafted using a proprietary sweet mash, this whiskey offers a smoother profile. Generous corn in the mash bill evokes the richness of Kentucky bourbon, while rye’s unmistakable spice adds intrigue. It’s a must-try for fans of both styles, and has an ABV of 52.5%
The origins of Never Say Die
The brand’s moniker, Never Say Die, is a nod to a Kentucky-born foal who defied all odds in 1951. After a difficult birth, the foal was revived with a shot of whiskey and went on to become the first American-born horse in over 70 years to win the Epsom Derby. His victory inspired not just the creation of this whiskey but also a series of legendary tales, including the founding of Liverpool’s Casbah Coffee Club, a key venue in The Beatles’ early career.
It’s said that Mona Best had fallen in love with the name and story of Never Say Die, and pawned all her jewellery to literally bet it all on him at 33-1. With her winnings, she opened a music venue for up-and-coming musicians, the Casbah Coffee Club.
Pat Madden and David Wild, co-founders of Never Say Die, were similarly inspired by this remarkable story, partnering with co-founder Martha Dalton, to create a bourbon that mirrored the horse’s adventurous journey.
Two new exclusive bottlings have been released by The Whisky Exchange, offering dram-fans a chance to explore contrasting whisky styles from Ireland and Japan – one is a 20-year-old Redbreast, matured in Oloroso sherry casks, the other a single-cask Mars Komagatake, the latest entries in its Sumo Series. The Redbreast offers mature pot still character,…
There’s a new American malt whisky company in town, and it hails from the Blue Ridge Mountains. The Virginia Distillery Company is making its UK debut with the release of eight American single malt whiskies. The family-owned producer is introducing both of its core whisky ranges simultaneously, giving UK drinkers a broad view of its…
Brother’s Bond Bourbon has launched in the UK, bringing its premium four-grain American whiskey portfolio to British shelves for the first time. Founded in 2020, the celebrity-fuelled brand has been making waves Stateside with accessible yet layered bourbon and rye, distinguished by hands-on blending, careful barrel selection, and a commitment to regenerative agriculture. Co-founders Ian…
The Luxe Review 
Every bottle of Never Say Die bourbon has a remarkable story. It begins on a Kentucky farm in the 1950s, gallops triumphantly to the Epsom Derby, and echoes in Liverpool’s legendary Casbah Coffee Club. But the journey doesn’t end there, it continues through oceans and across continents. Intrigued? You should be.
Never Say Die is the first bourbon to be distilled in Kentucky, shipped across the Atlantic, and matured in England. This innovative aging process takes the whiskey on a transcontinental journey, exposing it to three distinct climates.
Kentucky’s temperature swings between blistering summers and icy winters accelerating the bourbon’s interaction with charred oak barrels. This creates deep, rich flavours as the wood expands and contracts. Then for six weeks, the bourbon travels across the ocean, experiencing the constant motion of the waves, temperature fluctuations, and the salinity of the sea air. This process intensifies the bourbon’s maturation, adding complexity and character.
Finally, at the White Peak Distillery in Derbyshire, the bourbon undergoes a final maturation, infusing it with an essence of England’s characteristically cool climate. This unique environmental trifecta results in a noteworthy whiskey profile, certain to intrigue bourbon fans.
Never Say Die Small Batch Bourbon, £59.95
Bottled at 47.5% ABV, this versatile bourbon is light and approachable, featuring notes of vanilla, caramel, orange, and mild oak. It offers a mellow spice that whiskey enthusiasts and newcomers alike will appreciate. With just 2,750 bottles per small batch, it represents an artful blend of select barrels.
Never Say Die Barrel Strength Bourbon, £79
With a higher ABV (56%-61%), this bold, high-rye bourbon balances spice and sweetness. Each barrel imparts unique flavours, but expect a marriage of oak, caramel, vanilla, cinnamon, coconut, and pepper. The finish is smooth yet punchy, making it ideal for sipping neat or enjoying in a classic whiskey cocktail.
Never Say Die Rye Whiskey, £64.95
Crafted using a proprietary sweet mash, this whiskey offers a smoother profile. Generous corn in the mash bill evokes the richness of Kentucky bourbon, while rye’s unmistakable spice adds intrigue. It’s a must-try for fans of both styles, and has an ABV of 52.5%
The origins of Never Say Die
The brand’s moniker, Never Say Die, is a nod to a Kentucky-born foal who defied all odds in 1951. After a difficult birth, the foal was revived with a shot of whiskey and went on to become the first American-born horse in over 70 years to win the Epsom Derby. His victory inspired not just the creation of this whiskey but also a series of legendary tales, including the founding of Liverpool’s Casbah Coffee Club, a key venue in The Beatles’ early career.
It’s said that Mona Best had fallen in love with the name and story of Never Say Die, and pawned all her jewellery to literally bet it all on him at 33-1. With her winnings, she opened a music venue for up-and-coming musicians, the Casbah Coffee Club.
Pat Madden and David Wild, co-founders of Never Say Die, were similarly inspired by this remarkable story, partnering with co-founder Martha Dalton, to create a bourbon that mirrored the horse’s adventurous journey.
Available at Master of Malt, Amazon, and The Whisky Exchange, priced between £59.95 and £79, depending on the expression.
The Whisky Exchange debuts 20 Year Old Redbreast Irish Whiskey and Mars Komagatake Japanese single cask exclusives
Two new exclusive bottlings have been released by The Whisky Exchange, offering dram-fans a chance to explore contrasting whisky styles from Ireland and Japan – one is a 20-year-old Redbreast, matured in Oloroso sherry casks, the other a single-cask Mars Komagatake, the latest entries in its Sumo Series. The Redbreast offers mature pot still character,…
Virginia Distillery stages UK launch with eight strong American single malt whisky range
There’s a new American malt whisky company in town, and it hails from the Blue Ridge Mountains. The Virginia Distillery Company is making its UK debut with the release of eight American single malt whiskies. The family-owned producer is introducing both of its core whisky ranges simultaneously, giving UK drinkers a broad view of its…
Celebrity-founded Brother’s Bond Bourbon makes UK debut with starry four-grain whiskey range
Brother’s Bond Bourbon has launched in the UK, bringing its premium four-grain American whiskey portfolio to British shelves for the first time. Founded in 2020, the celebrity-fuelled brand has been making waves Stateside with accessible yet layered bourbon and rye, distinguished by hands-on blending, careful barrel selection, and a commitment to regenerative agriculture. Co-founders Ian…
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