Never Say Die Small Batch Bourbon Whiskey: Is This Hot New Item Worth the Hype?
We’ve all seen it: the little tags in bright bold colors, drawing our attention as we scan the shelves at our local liquor store. HOT NEW ITEM, or MANAGER’S PICK, or LIMITED STOCK. But really, how much stock should we put into a bottle with a shelf talker attached? In today’s oversaturated whiskey market, it’s becoming increasingly hard to distinguish genuine excitement from a little marketing elbow grease. And I totally get it: a few well-placed words will encourage many consumers to reconsider a bottle they would have otherwise walked by.
But curiosity doesn't always translate into a worthwhile purchase, and a clever shelf tag doesn't necessarily mean the whiskey can deliver.
So, when the HOT NEW ITEM tag was spotted at my local liquor store underneath a bottle recently sent to me, I began to wonder: will the bottle at home live up to the shelf talker tag? Or does the hype deserve to stay right there on the shelf? There really is only one way to find out.
I want to extend a big thank-you to Never Say Die for sending a bottle my way and giving me the opportunity to conduct a little market research of my own. After all, spotting that HOT NEW ITEM tag at my local liquor store was enough to pique my curiosity, but having a bottle in hand meant I could take the investigation a little further. Let’s dive in and see what I discovered in my glass, shall we?
Company on Label: NSD Spirits, LTD
Whiskey Type: Kentucky Straight Bourbon
Mash Bill Percentages: 75% corn, 21% rye, 4% malted barley
Proof: 95° (47.5%)
Age: 6 years
MSRP: $74.99
Further Identification: This bourbon was distilled in Kentucky, shipped via Atlantic Ocean vessel and then matured in England
Nose: Orange, cinnamon, fruit punch, vanilla syrup, and a playful hint of Smarties candies lead the way. Sweet, inviting, and immediately approachable, this has the unmistakable appeal of a whiskey that practically begs to be sipped. A good swirl brings additional layers of allspice, raspberry, and sticky toffee buns, building on an already dessert-leaning profile. It has a holiday fruit-basket quality, balanced by familiar notes of vanilla, caramel, and sweet cinnamon. Returning to the nose after a few sips, the oak spice becomes more assertive, and the alcohol becomes slightly more apparent, but neither disrupts an otherwise inviting aromatic experience.
Palate: The palate follows the nose quite closely, delivering an inviting medley of summer fruits: orange, raspberry, and a subtle hint of cherry. Vanilla syrup, silky caramel, and a touch of graham cracker round things out, keeping the overall profile sweet and approachable. Additional sips add a little more depth without straying too far into funky territory, though rickhouse oak is noticeable, reminiscent of damp wooden planks. A touch of sourness also appears, leaning toward lime zest, which I find a little less appealing against the otherwise sweeter backdrop. By my final sips, things take a decidedly sugary turn, with cotton candy flavors practically melting across the tongue. It's almost enough to leave me craving a salted pretzel to cut through all that sweetness.
TL;DR: An easygoing sip with a well-synced nose-to-palate experience
Rating: 3/5
Middle of the road whiskey. An average showing.
This bourbon does a commendable job at being a bourbon, but didn't leave enough of a lasting impression on my palate. I wouldn't say there's anything particularly wrong with what's in the bottle, but I'm not entirely convinced there's enough here to justify the extra attention of a shelf talker, either, other than its unique aging excursion.
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