A new player has entered the spirits industry with an unusual twist. H.W. Hogsworth, described as the world’s first AI-powered brand persona, has launched alongside Hogsworth The 10, an American whiskey blended with Armagnac and priced at $34.99.
Hogsworth AI Challenges Traditional Whiskey Marketing
The digital character represents a departure from conventional spirits marketing. Created by spirits entrepreneur Raj Peter Bhakta, founder of Bhakta Spirits, Hogsworth operates through generative AI, custom voice synthesis and a narrative engine focused on whiskey history.
“Spirits should have spirit, and taste shouldn’t come with a gatekeeper,” states H.W. Hogsworth through his AI platform. “The old guard has had their turn. I’m here to put personality back into the pour.”
The brand positions itself as disrupting what it calls “bourbon boredom” in the whiskey category.
The whiskey itself combines 80% bourbon with 20% single vintage Armagnacs, bottled at 88.8 proof (44.4% ABV). According to official tasting notes, the bourbon-forward profile gains depth and creaminess from the Armagnac component, creating what the company describes as a lingering finish.
Interactive AI Technology Connects with Consumers
Hogsworth’s digital presence extends beyond standard marketing channels. Consumers can scan bottles to access the “On the Bottle” experience, featuring commentary from the AI persona. The brand’s website offers live chat functionality and an interactive game testing whether users are “Hogsworthy.”
The technology allows H.W. Hogsworth to conduct interviews, host guided tastings, and provide commentary on whiskey-related topics.
“We’ve lost control of the AI — and honestly, that’s the fun of it,” says Raj Peter Bhakta, founder of Bhakta Spirits and creator of Hogsworth. “His debut, The 10, proves that tradition and creativity can share a glass at an exceptional price. ‘Getting Your Hogsworth’ means getting the most out of life, starting with your whiskey.”
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Hogsworth The 10 currently retails for $34.99 per 750ml bottle at select retailers in Colorado, Connecticut, Georgia, Illinois, Maryland, and South Carolina. Online purchases are available nationwide through the brand’s website in three- or six-bottle packs.
The launch represents an experimental approach to spirits branding, combining aged whiskey with digital innovation. Whether consumers embrace an AI brand persona remains to be seen, but the competitive pricing and 10-year age statement may attract attention in the crowded American whiskey market.
