Never Say Die bourbon is set to open its first brand home in downtown Lexington, Kentucky, in Autumn 2026. 

The brand home will see a two floor micro-distillery that pairs an English-inspired pub with an immersive visitor experience.

On the ground floor, the pub will serve British food alongside American favourites, a curated selection of British and European drinks, plus a celebration of Kentucky bourbon. 

The bourbon experience begins in a 1950s-inspired British library and culminates in a barrel room modelled on a traditional Kentucky rickhouse. 

There, guests can sample and bottle Never Say Die’s upcoming release, Double Ocean, an aged Bourbon that crossed the Atlantic twice in its original barrels, before returning to Kentucky after a year of maturation in England. 

This expression will be available exclusively at the brand home, which will be the only place in the US to purchase Never Say Die’s Barrel Strength Bourbon, previously available only in the UK.

Brian Luftman, co-founder of Never Say Die, said: “We are delighted to be opening up our very own brand home which gives us the chance to immerse people in the journey first hand; to walk them through the story, pour them the whiskey, and let them taste the difference the trans-Atlantic journey makes.”

The Never Say Die brand home will open in downtown Lexington, Kentucky in Autumn 2026 at 249 W. Short St.