Never Say Die “Bourbon” Finishes Its Maturation In England

Never Say Die is a new global whiskey brand that has taken a rather unique approach to its “world-first” bourbon. Initially developed in Kentucky, it finished its maturation in England after an ocean voyage.

The new Never Say Die whiskey, according to those behind it, was originally distilled and rested in Kentucky in 2017. Sporting a mash bill of 75% corn, 21% rye and 4% malted barley, it is believed to be the first in its category following finishing its maturation stage in England after a six-week ocean voyage from Kentucky.

The exposure to the ocean air during its 6-week maritime journey, combined with the continued ‘in barrel’ aging in the colder UK climate results in what’s described as “a wholly unique flavour profile, with lively spice and citrus notes that melt into vanilla, leather and caramel, concluding with a lasting smooth finish.”

Never Say Die is a new global whiskey brand that has taken a rather unique approach to its “world-first” bourbon. Initially developed in Kentucky, it finished its maturation in England after an ocean voyage.

It is the brainchild of a transatlantic team of founders, led by US businessmen Pat Madden and Brian Luftman, alongside bourbon distillers Pat Heist and Shane Baker. Its namesake was inspired by the infamous racehorse of the same name, who almost died some years ago while in transit across the Atlantic but supposedly was revived with a shot of whiskey. A few weeks later it went on became the first American-born horse in 70-years to win the Epsom Derby in front of 250k spectators, which included Queen Elizabeth II and Sir Winston Churchill.

“Our philosophy is to only produce the best and most interesting whiskey possible for drinkers around the world,” said Heist in a prepared statement. :As such, Never Say Die is made using only the finest ingredients. Our custom mash bill has been designed to highlight the essence of the small grains with consistency, using carefully selected local grains. It is a pioneering sweet mash which results in a smoother, more flavourful whiskey. We also use high quality, mineral rich limestone filtered water sourced from the deepest aquifer in Kentucky.

“We add our Bourbon whiskey to well seasoned, charred American Oak barrels and tuck them away to mature to perfection for up to four years in Kentucky, before it embarks on the final leg of its journey across the ocean to the White Peak Distillery in Derbyshire to finish.”

Never Say Die Bourbon Barrel Strength is available to order now in the U.K.

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