Why Never Say Die Is Building an English Pub in the Heart of Bourbon Country

That chain of events explains why Never Say Die combines Kentucky bourbon, horse racing, British pub culture and live music. Never Say Die was founded by Brian Luftman, Pat Madden, and British co-founders David Wild and Martha Dalton. The New Never Say Die Brand HomeNever Say Die has taken a two-floor building at 249 West Short Street. “We have more ties to the horse industry than probably any other bourbon brand,” Luftman said. Never Say Die Double OceanThe brand new Never Say Die Double Ocean Bourbon is the bottle meant to make the trip worth it.