Ep. 158: From Kentucky to Liverpool: The Birth of Never Say Die Spirits with Brian Luffman

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 everyone for listening, and thank you to Brian for entering the Whiskey Ring!  

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! 

• BAXUS Website
• BAXUS on Instagram
• BAXUS on Facebook
• BAXUS on Twitter/X
• BAXUS on LinkedIn

Thanks to our Lead Sponsor, Black Button Distillery 

• Black Button Distilling Website
• Black Button Distilling on Facebook
• Black Button Distilling on Instagram

_________________________________________________________

If you haven’t joined the Patreon community yet, please consider doing so at patreon.com/whiskeyinmyweddingring

There are 2 more spots available at the $25/month bottle share club level. 

If you haven’t yet, please follow Whiskey in my Wedding Ring and the Whiskey Ring Podcast on Instagram, Facebook and LinkedIn, and subscribe to the newsletter on the website. 

Never Say Die Spirits

• Never Say Die Spirits Website
• Never Say Die Spirits on Instagram
• Never Say Die Spirits on Facebook
• Never Say Die Spirits on Twitter
• Never Say Die Spirits on LinkedIn