We’d stopped in Western Kentucky on a long drive home. We grabbed a quick bite to eat and as we headed across the street to our hotel, my path swerved to a combination gas station - liquor store with a moniker that read “Over 200 bourbons in stock”. The Mrs. gave a small smile and we strolled down a few aisles packed with bourbons of all sorts, familiar and less known. I’m always a sucker for a bottle with a horse on it, and this one caught my eye: Never Say Die Small Batch Bourbon Whiskey.
NSD Spirits
You have to admit - it is a very cool name. But what’s the story behind the brand? At Hamburg Farm in Lexington, KY, a foal had a rough birth in 1951 and was struggling to breathe. John A. Bell III - a legendary horseman - poured a shot of whiskey (we can only assume it was some good, Kentucky bourbon) down the struggling colt’s throat. Following a dramatic recovery, the horse was appropriately named Never Say Die.
Following some racing success, NSD was slated to compete in the 175th running of the Derby Stakes at Epsom Downs in England in 1954. In front of 250,000 cheering fans (who included Queen Elizabeth II and Sir Winston Churchill), NSD beat out 22 other horses and 33-1 odds to become the first American-born horse to win the prestigious event in over seven decades.
Coincidentally, a woman in Liverpool pawned all her jewelry to bet on Never Say Die. After winning big, she plowed her new fortune into a historic Victorian home that she turned into a music venue called the “Casbah Coffee Club”. Opening night at the club featured an up and coming band - The Quarrymen - featuring John Lennon, Paul McCartney, George Harrison, and Peter Best (replaced later by Ringo Star). Nope. You can’t make this stuff up.
Fast forward to today, where the brand is referred to as England’s bourbon (hence the knight’s shield on the bottling). The story goes that the bourbon is aged for 5 years in Kentucky before taking a six-week ocean voyage to age another year in England. It is then reimported back into the United States.
Like many, I’m always curious who actually produces this bourbon, other than an “undisclosed Kentucky distillery”. The label lists the bourbon is tied to Derbyshire’s White Peaks Distillery and began landing in mid-2022 on the shores of England. Further investigation leads us to Danville, Kentucky. Hmmm … The plot thickens. Further queries mention bourbon legends Pat Heist and Shane Baker are tied to this brand. Mystery solved. Wilderness Trail Distillery for the win!!!
The Tasting
Never Say Die is bottled in a heavy, short bottle with a raised shield and a horse-adorned label. It is listed as a small batch bourbon; the website also lists a barrel-strength and rye whiskey variety, as well. The mash bill is 75% corn, 21% rye (making it a “high rye” bourbon), and 4% malted barley. The finished product is bottled at 95 proof.
Eye: Amber with a few short legs displayed in the glass
Nose: A lovely nose of caramel chews and butterscotch candy disks followed by lightly toasted oak.
Palate: A slightly creamy mouthfeel, laden with vanilla, oak, spice, and lighter stone fruit notes.
Finish: Medium-long with oak and pepper spice sparking my entire tongue and following with a warm Kentucky hug.
Overall: NSD will set you back about $70-$75 and is generally considered to be made with bourbons that have aged 6 years-old. Overall, this is good - quite good. Worth $75? Mmmmm … that’s up for debate. In actuality, that’s not far off of a 6-year or 8-year bourbon from Wilderness Trail. The great story, naming, additional aging in England, and packaging add to the lore and the attractiveness.
With a name that sounds more like a James Bond movie title, this is one I’ll gladly share with friends and family - without long odds. The bottle label ends with the sentences, Let’s raise a glass to the outsiders, the underdogs, the waifs and the strays. Life is what you make it, here’s to the open road.
Cheers!
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