At Never Say Die, the story begins with a horse, a shot of whiskey, and a race that made history. But today, the brand is no longer just about bourbon. It’s about legacy, identity, and presentation. And for that presentation, Arka plays a central role.
The Bourbon That Came Back From the Brink
In 1951, on a farm in Lexington, Kentucky, a foal was born struggling to breathe. A quick-thinking horseman poured whiskey down the foal’s throat, and the horse survived. The name? Never Say Die.
That horse went on to defy 33-1 odds to win the Derby Stakes at Epsom Downs. One of the 250,000 people in the crowd that day? Queen Elizabeth II.
Meanwhile, in Liverpool, Mona Best was so inspired by Never Say Die’s victory that she pawned her jewelry, bet on the horse, and used the winnings to found a music venue. The opening night act? The Quarrymen, John Lennon, Paul McCartney, and George Harrison. Her son, Pete Best, became their first full-time drummer. The Beatles’ earliest days can be traced directly to a horse who beat the odds thanks to a splash of bourbon.
It’s this story that inspired entrepreneur Brian Luftman to revive the Never Say Die name in 2016 with a bourbon brand steeped in that same spirit of resilience. And in 2022, after five years of distilling, Never Say Die Bourbon hit shelves in the UK and US.
Whiskey With a World-Class Reputation
Within a year of launch, Never Say Die had already caught serious attention. Forbes called it the world’s best bourbon. It won double gold at the San Francisco World Spirits Competition, not just once, but for both the bourbon and the rye.
“People just fall in love with our brand,” says Brian Luftman, founder and CEO of Never Say Die. “We started in Kentucky, of course, but we’re now in 12 states and growing.”
Never Say Die is expanding fast, and it’s not just because of what’s in the bottle. It’s how that bottle is introduced to the world, especially when shipped in a box.
Making the Right First Impression
From the start, Luftman knew the brand had to feel premium.
“Our packaging has to portray an ultra-premium look and feel, like when you open a new iPhone,” he says. “That’s the emotional experience we want people to have when they open one of our boxes.”
To deliver that feeling, Never Say Die partnered with Arka for gift and sample boxes used for influencer marketing and brand campaigns.
“We send these boxes out to influencers and marketing folks,” Luftman explains. “They get one of our bourbon bottles, a rye, and some branded materials, all inside a gorgeous box that reflects the colors of Never Say Die’s iconic jockey silks. People post the unboxings all over Instagram. They love it.”
The boxes aren’t just pretty. They’re practical.
“They nailed the colors. There’s a subtle gloss. The die cut is simple and easy to assemble by hand. It looks premium, but it’s also efficient to work with,” Luftman says.
Seamless Design and Simple Reordering
Even though packaging wasn’t Brian’s main focus at the start, it’s become a key part of how he builds the brand. And thanks to Arka, the process is smooth.
“My team uses Arka’s templates, and adapting our design is simple. I did our last reorder myself, it took minutes. That’s not usually something a CEO has time to do, but it was that easy.”
As for pricing?
“We’re really happy with the quality, and the value we’re getting makes it a no-brainer,” he says.
A Brand With Momentum
As Never Say Die moves deeper into U.S. distribution, Luftman isn’t planning to change what works.
“The bottle, the label, the colors, those stay. That’s our identity,” he says. “But the marketing packaging, gift boxes, merchandise, that kind of thing, those will evolve. They’ll always stay on brand, but we’ll keep pushing what we can do there.”
Even internationally, the boxes are making an impact.
“We’ve got a lot of customers in the UK, and they’re very focused on sustainability. These boxes seem to make them very happy.”
Luftman notes that although sustainability isn’t the headline message right now, it’s an angle the brand may explore more deeply in the future.
Advice From the Founder
Looking back, there’s one thing Luftman wishes he’d done differently.
“I wish we’d started using these gift boxes from day one,” he says. “They’ve been such a popular way to introduce people to our brand. I think we waited too long to make that investment. It was worth it.”
Why Arka?
For Never Say Die, Arka has been more than a custom packaging provider, it’s been a way to communicate what the brand stands for.
“They make great stuff,” says Luftman. “Simple as that. It matches our story, it looks the part, and it helps people connect with the brand the moment they touch the box.”
When a product carries a story this rich, from horse racing to rock history to bourbon craftsmanship, every detail matters. And for Never Say Die, the box is just as much a part of the story as the whiskey inside.
Want packaging that brings your story to life?
Arka’s custom boxes help brands like Never Say Die deliver a premium experience from the first impression to the final sip. Start designing yours today.
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