What do Kentucky bourbon, a legendary racehorse, a risky 33–1 wager, and the birth of The Beatles have in common?
Apparently… everything.
In this episode of Whiskey Rocks, we sit down with Brian Luftman, co-founder of Never Say Die Bourbon, to unpack one of the most unbelievable origin stories in whiskey. From a Kentucky-born horse shocking the world at the 1954 Epsom Derby, to a Liverpool bet that helped launch the Casbah Coffee Club and the early career of The Beatles, this is a story that sounds completely made up — except it’s 100% true.
We dive into how Never Say Die became one of the most unique bourbon brands on the market, including their bold decision to age Kentucky bourbon across the Atlantic in England, creating a truly one-of-a-kind flavor profile shaped by ocean voyages, climate shifts, and a rebellious mindset.
Plus, we taste through their Small Batch Bourbon and award-winning Rye, pairing each pour with music, storytelling, and plenty of laughs along the way. For more info on the brand, visit https://neversaydiebourbon.com/
If you love great whiskey, legendary music, underdog stories, and behind-the-scenes brand building, this is an episode you don’t want to miss.
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Whiskey rocks, sip hard!