A transatlantic English-finished rye whiskey, Never Say Die, has been awarded the title of Best New Rye of 2025 at the Top Shelf Awards, held during the San Francisco World Spirits Competition. This accolade is particularly notable as it surpasses the accolades of larger American whiskey brands.
Never Say Die employs a unique production method where the rye is initially distilled and partially matured in Kentucky. This process includes a transatlantic journey that takes six weeks, during which the whiskey’s maturation continues in England’s cooler climate at the White Peak Distillery in Derbyshire. The combination of both locations results in a complex and elegant flavor profile appreciated by the judges.
During the Atlantic crossing, the spirit is constantly agitated due to the motion of the ship, enhancing the interaction between the whiskey and the oak cask. This method accelerates the development of flavors that would typically take longer in a traditional static warehouse setting.
The subsequent maturation in Derbyshire contrasts sharply with Kentucky’s volatile climate, allowing for milder aging conditions. This dual environment leads to a smoother and more rounded taste compared to traditional rye whiskies.
According to Brian Luftman, co-founder of Never Say Die, the brand aimed to innovate by taking American whiskey on a journey to explore how different environments could influence its character. The name Never Say Die pays homage to an American racehorse known for its perseverance, embodying the brand’s ethos of resilience.
The award-winning Never Say Die Rye Whiskey retails for $84.95 (£64.95) and is available at various retailers.
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