In this episode of Bourbon Lens, Jake sits down with Brian Luftman, Co-Founder of Never Say Die Bourbon, to explore the unique story behind the brand. From its Kentucky roots to its transatlantic journey to England, Never Say Die Bourbon combines American craftsmanship with a global perspective.

Brian shares the inspiration behind the brand’s name, its connection to horse racing, and how Never Say Die is carving out a distinctive space in today’s crowded bourbon market. Jake and Brian also discuss the challenges and opportunities of building a bourbon brand in the U.S. and abroad, and what’s next for Never Say Die as it continues to grow.

Listen now to hear how Never Say Die Bourbon is blending tradition, innovation, and an underdog spirit in every bottle.

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