Never Say Die Whiskey Comes to the US
After basking in an impressive reception in the UK market, Never Say Die has launched in the US drinks market. In September 2022, the UK-based Kentucky-owned distillery rolled out the straight bourbon into the UK. The whiskey was launched online.
According to the distillery, a few thousand cases of the brand’s bottled whiskey are being reimported ahead of its launch online with Seelbach’s in early 2024. It will then begin distribution in Florida, California, Nevada, and Arizona.
The Two-Phase Distilling of Never Say Die
The distillation of Never Say Die takes place in Kentucky, followed by a six-week cross-Atlantic journey to the peaks of Derbyshire for maturation. The team considers that both phases of the distilling process are necessary. However, some critics have considered it to be the main reason for the price tag of the whiskey.
“We’re thrilled by how Never Say Die has been received in the UK by both industry professionals and whiskey fans alike,” said co-founder, David Wild.
“When we set out to create Never Say Die, we always knew we wanted to be experimental with the aging process and challenge the traditional bourbon-making process. As such, we are excited to now bring bourbon home as we venture into the USA; bringing something completely new to the table with our English take on bourbon.”
The distillery is aware of the costs involved in hosting a two-phased production process. However, its expansion into other markets outside the UK has been met with equal success. Before considering the US market, the company has opened distribution in Germany, Austria, Luxemburg, Denmark, Italy, and France.
“From the humidity of Kentucky to the cooler climes of Derbyshire via the salty air of the Atlantic, Never Say Die is exposed to three contrasting climates during its first-of-its-kind aging process,” continued Wild.
“Combined with the increased agitation of the liquid as it makes its maritime voyage across the Atlantic, this journey results in the spirit’s distinctive and pronounced flavor profile that is beyond its years.”
