She elaborates on this, “Never Say Die is our interpretation of the American dream and a celebration of the namesake racehorse’s trailblazing journey across the Atlantic.
The long-awaited launch of the whiskey was only made possible when the 25 per cent whiskey tariffs on US imports, imposed during the Trump administration, were reversed in 2022 as a result of the campaigning efforts of the Bourbon Alliance, which was co-founded by Dalton. Never Say Die Bourbon was taken from an idea to reality in 2017, showcasing the versatility of a traditional Kentucky bourbon made with a mash bill of 75 per cent corn, 21 per cent rye, and four per cent malted barley. The creation of this brand truly is a labor of love, and an ode to whiskey and its ties to history.
As Wild explains, “There are no outside investors… the people that own the firm are the people that put it together.” Alongside Madden and Wild, the founding team also includes Pat Heist and Shane Baker (known for their work at craft distillery Wilderness Trail) UK-based strategists Martha Dalton and Fran O’Leary and Brian Luftman of American Farm Investors. Just like the story of the racehorse, Never Say Die Bourbon is a unique creation, made, in part, due to serendipitous moments.
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