A combination of decades of distilling expertise, a careful selection of yeast strains and grain quality, and a first for the category final maturation in barrel across the Atlantic exposing Never Say Die to ocean air, humidity and temperature differentials which offer a wholly unique flavour profile – blending traditional robust Bourbon notes with an adventurous twist.

Never Say Die was co-founded by a team of trans-Atlantic partners with expertise in Bourbon supply chains, horseracing, PR and political campaigning, and an impressive history in distilling ultra-premium Bourbon. Never Say Die exists to embed the deep Kentucky links between horses and Bourbon, whilst personifying the historic relationship between England and the US. The Whiskey Show 2022 will be the brand’s maiden race and will offer Bourbon lovers in England the very first opportunity to taste its unique flavours owing to its voyage, in barrel, across the Atlantic – the first Bourbon to make such a voyage.

Never Say Die Bourbon embraces the legacy of its infamous namesake. In 1951, in Lexington, KY, a foal had a rough birth and its life was in danger. Legendary horseman, John A. Bell III, was on site and poured a shot of whiskey down the throat of the struggling foal. Through the night, the horse made a dramatic recovery and was aptly named Never Say Die. Three years later Never Say Die won the biggest race in the world, the 175th running of the Derby Stakes at Epsom Downs (the Epsom Derby) at 33-1 odds, to become the first American-born horse to win the race in over 70 years.