The owners of the Never Say Die bourbon distillery have announced plans to open a “brand home” in the US later this year.
The site, due to open “in autumn”, will feature an English-style pub and “immersive visitor experience” at a two floor micro–distillery in Lexington, Kentucky. It represents the whiskey maker’s first permanent visitor space.
Financial investment in the project was not disclosed.
Never Say Die’s namesake bourbon is distilled and aged for “6+” years in Kentucky before being shipped to the UK, to be further matured at White Peak Distillery in Derbyshire. The planned ‘pub’ element of the visitor centre (pictured, top) is a “nod” to the brand’s English roots. As well as being part-aged in the UK, Never Say Die was also named after an English race horse linked to The Beatles.
The site will also be the exclusive retailer of the company’s Double Ocean aged bourbon, which has been aged at sea twice. The SKU joins Never Say Die’s core range: Barrel Strength Bourbon (56%–61% ABV), Small Batch Bourbon (47.5% ABV) and Rye Whiskey (52.5% ABV).
In December, US-based WhistlePig Whiskey also opened a “brand home” in Louisville, Kentucky. The venue, called The WhistlePig Vault, is housed in a restored 1911 bank building in the city’s Bourbon District.
