From Derby Winner to Whiskey Namesake (and the Beatles, too!)

I sit down with Brian Luffman, co-founder of Never Say Die Spirits, to delve into the transatlantic journey that birthed their unique bourbon brand. We kick things off with the riveting tale of a horse named Never Say Die, whose life-saving shot of whiskey led to an improbable Epsom Derby win and ultimately funded a Liverpool music venue where the future Beatles first performed. Brian’s passion for honoring this remarkable legacy through their whiskey-making process is clearly evident throughout the episode.

You've got custom mashbills made at a distillery in Danville, Kentucky (though they can't say where, I hint strongly at it), with partners on both sides of the Atlantic. It's easy enough to start a brand nowadays, but not everyone does it from scratch with their own mashbills and yeasts. Add in the complexities of both Kentucky and English aging and a transatlantic journey, and there's much more to this brand than meets the eye. 

Personally, I prefer the rye (so does Brian!), but both are solid pours at reasonable prices that have the extra component of a bottle designed by Stranger & Stranger, a guest on the Whiskey Ring Podcast back in Episode 74 and famous (to me) for their work with Compass Box. 

Thanks to our Presenting Sponsor, BAXUS

Baxus is the world's leading collectible spirits marketplace, with user-friendly options for buyers, sellers, and collectors looking to vault their collections. Use my link below to visit the BAXUS.CO website and sign up! 

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Thanks to our Lead Sponsor, Black Button Distillery 

• Black Button Distilling Website

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Never Say Die Spirits

• Never Say Die Spirits Website