Budweiser beer has the Clydesdales as a mascot. And now Hogsworth, a new bourbon brand, has H.W. Hogsworth, what it calls “the industry’s first AI-powered brand persona — and self-declared disruptor of ‘bourbon boredom.’”
The Vermont company is introducing its second expression, Hogsworth The 10. It’s a 10-year-old blend of 80% bourbon and 20$ Armagnac (French brandy.).
Hogsworth (the company) said H.W. Hogsworth (the pig) is, “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. Hogsworth said via his custom AI platform. “The old guard has had their turn. I’m here to put personality back into the pour.” (Editor’s note:This is first time I’ve quote an AI figure in an article. But I once thought about quoting the Nanny Goat at the grand opening of Whiskey Thief Distilling Company in downtown Louisville.)
You too can talk with H.W. by going to www.hogsworth.com for an interactive game and live chat, or by scanning the side of a bottle of Hogsworth The 10. Once you do that, H.W. appears on the side of your actual bottle (through your phone) and your conversation begins. H.W. has a bit of a more sophisticated Boss-Hog vibe (to me) and his colorful vocabulary comes tinged with a bit of a Southern accent. Have your own pork parley with H.W. and decide what you think.
Raj Peter Bhakta, the man behind WhistlePig Whiskey and Bhatka Spirits, has brought this new little piggy to market. Bhakta has said that pigs (“intelligent, stubborn, and resourceful”) are his muse.
Watch for a review of Hogsworth The Ten, coming soon.
Hogsworth The 10:
Blend: 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.
Tasting notes: (from the distillery): “The bourbon brings caramel, vanilla, and toasted oak. The Armagnac delivers rich fruit, spice, and an almost scandalous depth.
ABV: 44.4%
Availability: Online nationwide at Hogsworth.com in 3- or 6-bottle packs and at select retailers across Colorado, Connecticut, Georgia, Illinois, Maryland and South Carolina.
SRP: $34.99 per bottle (in a three or six-bottle pack)
Source: Hogsworth
H.W. Hogsworth
“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.” -- Hogsworth
“We’ve lost control of the AI — and honestly, that’s the fun of it. H. W.Hogsworth’s 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.”
About Hogsworth
(From the company) “The antidote to bourbon boredom. Maverick whiskey brand-builder Raj Peter Bhakta, founderof 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.”
