Never Say Die English Bourbon goes Stateside

Never Say Die’s “unique blend of American tradition and British innovation” is enough to compete in the “crowded” US Bourbon market, co-founder Brian Luftman tells db.

The independent brand, described as England’s first Bourbon, launched in the UK in October 2022.

The whiskey itself has a higher rye content than most other Bourbons (25% rye, 71% corn, 4% malted barley), but the true difference lies in the transportation of the spirit, which spends five years ageing in Kentucky before being shipped in its original casks to be further aged at the White Peak Distillery in Derbyshire, England.

Never Say Die has now announced it is launching into the US market, having secured an exclusive nationwide online listing with craft spirits retailer Seelbach’s, as well as launching distribution for the on and off-trade in Kentucky.

Co-founder Brian Luftman told the drinks business that he believes the spirit’s dual nationality will appeal to Bourbon enthusiasts.

Yes, the Bourbon market in America has become quite crowded,” he admitted. “There are many new techniques — such as sourced whiskey, double-barreling, and finishing staves — that are accelerating brand creation, leaving consumers with a multitude of options and less clarity about what truly defines a quality Bourbon.”

But for Never Say Die, he says, “this unique blend of American tradition and British innovation will appeal to Bourbon enthusiasts, especially those who appreciate the longstanding ‘special relationship’ between our two countries”.

The brand recently expanded into European markets Germany, Austria, Luxemburg, Denmark, Italy and France. Its first time showcasing outside of the UK was during Bar Convent Berlin in October, followed by an industry launch party in November in Berlin.

“Germany and France are both large and mature markets for American whiskey, so were a natural next step for the brand.,” he explained. ” The other countries are geographically close so we didn’t want them to miss out.”

In early 2024, distribution will be extended into Florida, California, Nevada and Arizona, with plans to roll out across many other US states by the end of next year.

By the time it hit US shelves, the whiskey will have crossed the Atlantic twice, as the English brand will be re-importing several thousand cases of its bottled whiskey as part of the US launch.

When asked about the sustainability challenges posed by such long journeys, Luftman said that as a “new brand”, Never Say Die has been able to “integrate energy-efficient solutions from the start”.

“In terms of the ocean journey, we work with freight partners who guarantee full utilisation of containers, move via rail wherever possible and also reduce road miles by selecting sea services to and from the nearest ocean ports to the final destination,” he said.