New Riff New Make is distilled from bourbon mash and bottled at 80 proof. New Riff Distilling is a new riff on an old tradition, that tradition or theme being Kentucky Bourbon. Founded in 2014 by Ken Lewis, a visionary Kentucky liquor retailer and entrepreneur, New Riff is led by a team of corporate refugees ranging from craft beer to politics and more. New Riff crafts a range of whiskeys—Bourbon, Rye, and eventually Malted Rye and a host of specialty recipes—as well as Kentucky Wild Gin. Their mission is simple: to someday be counted among the world’s great small distilleries. Becoming one of the great small distilleries of the world is a long term play, with no exact ring to win, or title to be declared.