Introducing England’s First Bourbon: Never Say Die
Q: What world-first whiskey is born in the USA, but matured in Britain, and has a story taking in a Derby-winning horse and the Beatles?
A: NEVER SAY DIE. Beating the odds (and Donald Trump) to become England’s first-ever bourbon.
Let us explain…
Never Say Die Bourbon Barrel Strength (RRP £79, 56% – 61% abv, 70cl) has truly blazed a trail and is the first time that a US Bourbon has been matured in the UK. Distilled in Kentucky, it has been ocean-aged on a six-week trip across the Atlantic, then finally matured in barrels in the Derbyshire peaks to give it a distinct British finish.
The exposure to ocean air and the contrast in climate (as we know too well, the UK is somewhat cooler and less humid than Kentucky) results in a unique flavour: lively spice and citrus notes that melt into vanilla, leather and caramel, with a lasting smooth finish.
Never Say Die 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. The extra ingredient is pure passion: Never Say Die.
A story as unique as its taste
Never Say Die is inspired by the legendary racehorse of the same name who was born on co-founder Pat Madden’s family farm in Kentucky. Never Say Die was revived as a sickly newborn foal by a lucky shot of whiskey; just three years on, in 1954, he went on to become the first American-born horse to win the Derby at Epsom for 70 years, in front of a 250k-strong crowd that included Elizabeth II and Winston Churchill.
In the run-up to the race, in Liverpool, a woman named Mona Best – inspired by Never Say Die’s against-the-odds story – pawned her jewellery to literally ‘bet it all’ on him at the Derby at 33-1. With her new fortune she founded a new music venue, Casbah Coffee Club, which was where a band called The Beatles played their very first gigs. (And yes, her son Pete joined them as a drummer, in case you wondered.)
The distinctive bottle was designed by Stranger & Stranger and draws on the colours of the jersey Lester Piggott wore when he rode Never Say Die to victory.
A team that lives by its name: NEVER SAY DIE
Production of Never Say Die began in 2017, but its long-awaited launch was only made possible when crippling 25% whiskey tariffs on US imports imposed during the Trump administration were reversed in 2022 – as a result of the campaigning efforts of the Bourbon Alliance, which was co-founded by Never Say Die director, Martha Dalton.
Martha says: “We are delighted to introduce England’s Bourbon to UK whiskey fans. Never Say Die is our interpretation of the American dream and a celebration of the namesake racehorse’s trailblazing journey across the Atlantic; by following in his ‘hoofsteps’ we are creating a Bourbon that is unique in both flavour and narrative.
The process of bringing Kentucky straight Bourbon in original barrels across the ocean to further mature in England has never been done before and we are incredibly proud of what we have achieved, creating a world-class whiskey that is rooted in Kentucky provenance but with an undeniably English character.
Considered a “High Rye” Bourbon, our launch product blends subtle spice, caramel undertones and an amazingly smooth finish which can be enjoyed neat, on ice or in your favourite cocktail”.
Never Say Die is available to buy from Master of Malt, House of Malt, The Whiskey World and Milroys. For more information visit neversaydiebourbon.com
