Never Say Die is the first Bourbon to be distilled in Kentucky, shipped via Atlantic Ocean vessel and then matured in England. Never Say Die is the English take on the American Dream.

Never Say Die Bourbon was inspired by a Kentucky horse, whose life was saved by a shot of Kentucky Bourbon, and went on to win the world’s biggest horse race, the 1954 Epsom Derby, in England.  Never Say Die’s upset victory changed American horseracing forever, but also helped start a musical revolution in Liverpool, allowing the Beatles to form in the basement of the Casbah Coffee Club.

Never Say Die Bourbon was called the "World's Best Bourbon" by Forbes Magazine in 2023.