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New bourbon brand Never Say Die is born

Published:  08 August, 2017

A new bourbon brand – Never Say Die, has gone into production with plans to launch in the UK following its US debut.

The new tipple, pitched as a traditional Kentucky Bourbon, is made with Kentucky grains in corn, rye, malted barley and the state’s limestone rich water.

Inspired by Kentucky’s famous Never Say Die racehorse, the bourbon is the brainchild of native Pat Madden - whose family owned the Hamburg Place farm where the horse was born, along with Pat Heist and Shane Baker of premium craft distillery, Wilderness Trail; Brian Luftman of American Farm Investors and UK based strategists - David Wild, Fran O’Leary and Martha Dalton.

Having only just gone into production, the founders said it was too early to say when the tipple would become available in the UK, but confirmed it was poised to launch in Britain following its US debut.

"Our master distillers, Pat Heist and Shane Baker, have set a high quality bar, ensuring Never Say Die will be a truly thoroughbred bourbon and it will be ready when they say it is ready - when, like the legendary racehorse, it can succeed in the UK as well as the US," said Madden, adding the brand had already attracted “significant investment” from a range of investors inspired by the story of Never Say Die.

Born with breathing difficulties in 1951, Never Say Die was revived with a shot of bourbon and went on to cross the Atlantic and triumphed in front of the Queen and Sir Winston Churchill at the Epsom Derby of 1954.