Independent brand Never Say Die has received a top honor at the 2025 San Francisco World Spirits Competition (SFWSC) Top Shelf Awards. Its Rye Whiskey was crowned ‘Best New Rye of 2025’ at the influential event, which is one of the oldest and largest competitions of its kind.
The win is a significant milestone for the transatlantic whiskey, which is distilled and aged in Kentucky before completing its maturation in England.
According to the brand, the ocean voyage acts as a natural agitator, enhancing contact between the spirit and oak, while England’s cooler climate allows for slower, more complex aging.
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“We set out to do something genuinely different in taking American whiskey on a journey to see how the ocean and England’s climate could shape its character,” said Brian Luftman, co-founder of Never Say Die.
“To see that innovation and our sweet mash whiskies recognized on a global stage is incredible,” he continued. “The high corn content in the mash bill gives our rye a rounder, slightly sweeter profile, which has made it a real favorite with bartenders and also a great entry point for bourbon drinkers or anyone new to rye.”
The whiskey is produced using a proprietary sweet mash and a high-corn recipe, which the team calls a “Kentucky Rye”.
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The SFWSC judges described the award-winning spirit as an “elegant rye that opens with inviting aromas of cinnamon, vanilla, oak, and fresh mint.”
The official notes state it unfolds “on the palate with a creamy texture layered with warm baking spices, bright orange peel, succulent cherry, and rich chocolate, finishing long and memorable with a harmonious balance of sweet honey and gentle spice”.
The Top Shelf Awards represent the highest accolades at the competition, with nominees selected by the judging panel from the best Double Gold-winning entries.
The brand’s unique aging journey is inspired by the legendary racehorse Never Say Die, who crossed the Atlantic to win the Epsom Derby in 1954.
Never Say Die Rye Whiskey is available from retailers including The Whisky Exchange for a recommended retail price of $84.95 (£64.95).
