Never Say Die Introduces Bourbon with British Finish


October 10, 2022

Never Say Die bourbon bottle

Never Say Die Bourbon Barrel Strength, distilled and matured in Kentucky, is ocean aged on a six-week trip across the Atlantic, and then matured in barrels in Derbyshire to give it a unique, British finish.

The exposure to the ocean air during Never Say Die’s six-week maritime voyage combined with the two contrasting climates between Kentucky and the UK results in a wholly unique flavour profile.

Never Say Die is the brainchild of a transatlantic team of founders, led by Bourbon distillers Pat Heist and Shane Baker (Wilderness Trail Distillery). It is a traditional Kentucky Bourbon made with a mash bill of 75% corn, 21% rye and 4% malted barley and limestone filtered water rich in minerals from the deepest aquifer in Kentucky.

With production beginning in 2017, its long-awaited launch was only made possible when crippling 25% whiskey tariffs on US imports were reversed as a result of the campaigning efforts of the team and the Bourbon Alliance which was co-founded by Never Say Die director Martha Dalton

Founded in 2017, Never Say Die was inspired by the infamous racehorse of the same name, which following a traumatic birth was revived with a shot of whiskey. Three years later and at odds of 33-1, Never Say Die became the first American-born horse in 70-years to win the Epsom Derby in front of 250,000 spectators, which included Queen Elizabeth II and Sir Winston Churchill.

At the same time, on a daring leap of faith, a Liverpudlian woman named Mona Best had fallen in love with the story of Never Say Die and pawned all of her jewelry to literally “bet it all” on the victorious Epsom Derby Race. With her new fortune, she founded a new music venue, Casbah Coffee Club, which was where The Beatles played important early gigs, shaping rock ’n’ roll history forever.

The unique Never Say Die bottle was designed by Stranger & Stranger and draws on the colors of the jersey Lester Piggott wore when he rode Never Say Die to victory in 1954.

Never Say Die is available to order now for the on and off-trade via N10 Bourbons. It carries and SRP of RRP £79.

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