Disruptive. Opinionated. Surprisingly smooth. Introducing H.W. Hogsworth, the first AI-powered brand owner in spirits — alongside his debut release: The 10.
POULTNEY, VT (Sept.16, 2025) — The spirits’ world just got a whole lot more spirited. Meet H.W. Hogsworth, the industry’s first AI-powered brand persona — and self-declared disruptor of “bourbon boredom.” With a mind coded for rebellion and a palate trained in tradition, Hogsworth arrives not just with attitude but with a bottle: introducing Hogsworth The 10, a bold American whiskey aged an average of 10 years and priced at just $34.99 in stores.
Designed to challenge category norms and share aged whiskey with a new generation, H.W. Hogsworth is the first of his kind — a fully AI brand owner created to guide a new generation of drinkers through the world of spirits, armed with stories, swagger and no shortage of opinions.
“Spirits should have spirit, and taste shouldn’t come with a gatekeeper,” H.W. says via his custom AI platform. “The old guard has had their turn. I’m here to put personality back into the pour.”
Hogsworth The 10 is a Bourbon whiskey and Armagnac blend aged for an average of 10 years, balancing heritage with accessibility. Blended at 88.8 proof (44.4% ABV), The 10 showcases a bourbon-forward profile with 80% bourbon, complemented by rare single vintage Armagnacs for the remaining 20%, which imparts depth, creaminess and a lingering finish. It’s an unapologetically character-driven bottle — smooth, complex and priced for everyone at $34.99 per 750ml. No fancy memberships. No inflated hype. Just a damn good bottle with a wildly opinionated AI host to match.
Equal parts eccentric professor, rebellious barfly and armchair philosopher, H.W. Hogsworth isn’t just a mascot — he’s a presence. Built using generative AI, custom voice synthesis and a narrative engine rooted in whiskey history, H.W. engages with fans, media and consumers through interviews, guided tastings and offbeat commentary.
“We’ve lost control of the AI — and honestly, that’s the fun of it,” jokes spirits entrepreneur 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.”
Fans can engage with H.W. Hogsworth in more ways than one. Scan The 10 for the On the Bottle experience to hear his unfiltered take straight from your pour, or head to Hogsworth.com for live chats and an interactive game that tests whether you’re truly “Hogsworthy.” Together, these touchpoints bring Hogsworth’s rebellious spirit off the label and into everyday life.
Hogsworth The 10 is available online nationwide at Hogsworth.com in 3- or 6-bottle packs and at select retailers across Colorado, Connecticut, Georgia, Illinois, Maryland and South Carolina for $34.99 per bottle. Explore the press kit and download assets HERE.
About Hogsworth The antidote to bourbon boredom. Maverick whiskey brand-builder Raj Peter Bhakta, founder of BHAKTA Spirits and WhistlePig Whiskey, still has that magic pig in him—and Hogsworth is his gift to the American drinker. A rule-bending blend of America’s best Bourbons and France’s finest ancient Armagnac, Hogsworth delivers deep age and richness at an outrageous value. This pig of the litter is a shot across the bow at Big Alcohol’s failure to deliver the fun. Isn’t it time you get your Hogsworth? Oink Oink.
Follow Hogsworth:
Instagram: @DrinkHogsworth
TikTok: @DrinkHogsworth
Facebook: Hogsworth
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