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Never Say Die debuts rye whiskey

English Bourbon brand Never Say Die has extended its range as it boosts its presence in Europe.

Never Say Die rye whiskey bottle
The rye whiskey is the third expression in the English Bourbon brand’s range

As with the brand’s debut Bourbon, Never Say Die Rye Whiskey has been transported in its original casks from Kentucky to the UK for a second maturation at White Peak Distillery in Derbyshire.

The small-batch rye uses a sweet mash instead of a sour mash, as is usual with a Kentucky whiskey.

The 52.5% ABV expression has a mash bill of 56% rye, 33% corn and 11% malted barley. The result is a ‘well-balanced and rounded’ profile that offers punchy spices and buttery richness, layered with top notes of citrus and green herbs.

Each 700ml bottle has an RRP of £64.95 (US$79) and is available to purchase from The Whisky Exchange and The Whisky World.

The brand is also kickstarting its export strategy and expanding into Northern Europe, first launching in Germany followed by Austria, Luxembourg, Denmark, Italy and France.

Never Say Die’s co-founder Brian Luftman said: “More than anything, Never Say Die is a labour of love and driven by our ambition to create interesting and never-seen-before whiskeys.

“Our take on an American rye continues to go against the grain and we are delighted to launch it not only to UK drinkers, but also across Europe.

“In addition to our signature ageing process, which follows in the hoof steps of our legendary namesake racehorse, the rye is made using a proprietary ‘sweet mash’, which results in a smoother, more flavourful whiskey.

“These elements, along with generous use of corn in the mash bill, all come together to remind the drinker of their favourite Kentucky Bourbon, but with the unmistakable flavour, spice and intrigue of a rye whiskey.”

Never Say Die Small Batch Bourbon was awarded Gold at the DB & SB Autumn Blind Tasting 2023 this week.

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