New Riff is a distillery that honors the tradition of Kentucky Bourbon, while also putting their own spin on it. Founded by Ken Lewis, an entrepreneur in the Kentucky liquor retail industry, New Riff is comprised of a team of corporate refugees from a variety of fields, including craft beer and politics. The distillery produces a range of whiskeys, including Bourbon, Rye, and eventually Malted Rye, as well as Kentucky Wild Gin, with the goal of becoming one of the world's great small distilleries.

New Riff is an independently owned and operated family business, which allows them to prioritize quality over outside pressures and interests. They have committed themselves exclusively to the quality standard of Bottled in Bond, which is the world's highest, and they proudly bottle without chill filtration. By doing so, they aim to set the bar even higher for quality in Kentucky sour mash whiskey.

While New Riff is inspired by the great Bourbon makers of the past and the tradition of Kentucky whiskey, they are also committed to playing their own riff. They are using the Sour Mash Kentucky Regimen, but applying it to wholly new styles of Kentucky whiskey. They also acknowledge the whiskey history of Greater Cincinnati, particularly its rye-rich backstory.

Ultimately, New Riff believes that the Sour Mash Kentucky Regimen is a fantastic way to make whiskey and is fully equal to the traditions of the world's great whiskeys. They are passionate about producing high-quality spirits and are dedicated to doing things the right way.