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.
The Whisky Exchange has dropped three new exclusive bottlings to mark the start of 2026, spanning Scotch whisky, American bourbon and Jamaican rum. The limited collection comprises an experimental single-cask Torabhaig from the Isle of Skye, a punchy single-barrel bourbon from Bardstown Bourbon Company, and a sherry-cask-aged Hampden Estate rum that leans fully into the…
Why settle for ordinary when you can gift the extraordinary? Welcome to an unashamedly indulgent Christmas Gift Guide, packed with handpicked delights sure to tantalise the senses. From the best in bourbon and classic single malts, to cocktails made easy, these suggestions are sure to please… Garavogue 20 Year Old Single Malt Irish whiskey The…
Buffalo Trace has unveiled the 2025 edition of its Buffalo Trace Antique Collection in the UK – a milestone year marking the collection’s 25th anniversary and the arrival of its first new expression in nearly two decades. For bourbon fans, it’s big news: the full Antique Collection lineup doesn’t often make its way across the…
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.
Drink in 2026 with these Jamaican sherried rum, peated whisky, and high-strength bourbon exclusives
The Whisky Exchange has dropped three new exclusive bottlings to mark the start of 2026, spanning Scotch whisky, American bourbon and Jamaican rum. The limited collection comprises an experimental single-cask Torabhaig from the Isle of Skye, a punchy single-barrel bourbon from Bardstown Bourbon Company, and a sherry-cask-aged Hampden Estate rum that leans fully into the…
Indulgent Christmas gift ideas to delight the senses: whisky, vodka, gin, cocktails and more
Why settle for ordinary when you can gift the extraordinary? Welcome to an unashamedly indulgent Christmas Gift Guide, packed with handpicked delights sure to tantalise the senses. From the best in bourbon and classic single malts, to cocktails made easy, these suggestions are sure to please… Garavogue 20 Year Old Single Malt Irish whiskey The…
Buffalo Trace drops its rarest release in 25 years – here’s where to try one of the most anticipated whiskey releases of the year
Buffalo Trace has unveiled the 2025 edition of its Buffalo Trace Antique Collection in the UK – a milestone year marking the collection’s 25th anniversary and the arrival of its first new expression in nearly two decades. For bourbon fans, it’s big news: the full Antique Collection lineup doesn’t often make its way across the…
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