Bhakta’s Hogsworth Whiskey Wants To Be The Antidote To ‘Bourbon Boredom’

Raj Peter Bhakta, founder of BHAKTA Spirits, recently announced the launch of Hogsworth Batch 1 Blend #9, a product that the founder says strives to shake up the whiskey industry.

Positioned as an answer to what Bhakta terms “bourbon boredom,” Hogsworth Batch 1 Blend #9 boasts a 9.4-year average age and is composed of 52% American bourbon and 48% French armagnac.

"The bourbon category had become stagnant—boring, joyless and overpriced," Bhakta tells Forbes. "Consumers have been denied the two things that matter most: fun and value."

Based on recent sales numbers in the spirits industry, there is room for debate if there is such a thing as bourbon boredom finally after years of prolonged growth. Despite driving most of the gains for the whiskey market in the U.S., bourbon sales have been mixed over the last year, as sales have dipped for many of the major players. Still, the bourbon whiskey market is expected to grow to $8.29 billion in 2024, translating to a 6.4% compound annual growth rate (CAGR) from last year, which analysts attribute to more interest in craft bourbon.

The American side of the blend features two bourbons: a Tennessee bourbon aged for four years and five months, accounting for 42% of the blend, and a Minnesota bourbon aged for 4 years, which makes up 10%. On the French side, armagnac vintages ranging from 11 to 42 years old make up the rest.

“Anyone who appreciates aged spirits—and anyone who actually wants to be able to afford them—needs to discover armagnac,” he says.

According to Bhakta, the combination of bourbon and armagnac in Hogsworth offers whiskey drinkers something different, yet familiar. He further emphasizes that blending armagnac with bourbon elevates the spirit in a way that bourbon cask finishes alone cannot achieve.

“Many bourbons are finished in armagnac casks, but Hogsworth is the first bourbon to be blended with armagnac vintages,” Bhakta boasts. “We’re breaking new ground for bourbon with this genre-bending approach.”

The flavor profile of Hogsworth is described as robust, with notes of crème brûlée, baking spices, ginger snap, and chai on the palate. The armagnac adds further complexity, contributing flavors of old leather, chocolate-covered orange peel, and chestnut from the 1982 vintage, while the 2010 and 2012 armagnac vintages offer fresher fruit notes. This results in a multidimensional spirit that Bhakta says can appeal to both bourbon and armagnac enthusiasts. “It’s in how it all comes together in Hogsworth that is a mind-blower: crème brûlée, chai, baking spices, black pepper, ginger snap, orange zest and loads of apple,” Bhakta explains.

A particular focus on accessibility extends to the broader philosophy that Bhakta says he brings to the spirits industry. And at $50 per bottle, the brand aims to provide significant value in a market where aged spirits typically come with steep price tags. Bhakta stresses the importance of making high-quality, aged spirits accessible to the general public.

“The whiskey aisle is full of clones. The bourbon shelf is overflowing with unoriginal ‘me-too’ bottles. The prices have gotten outlandish, the brands have nothing new to add, there’s a whole lotta noise and conformity,” he says. “Making exceptionally well-crafted, deeply aged spirits accessible to all Americans—that’s the ultimate vision for Hogsworth.”

The development of Hogsworth Batch 1 Blend #9 was not without challenges. Bhakta says that creating a balanced blend of bourbon and armagnac was a complex process that required years of research and tasting.

"We had to taste and blend carefully over a period of years to strike the exact right balance—which in my mind is depth, complexity and age versus accessibility, wide appeal and ease of enjoyment," he says.

This meticulous blending process was further complicated by the economic concerns within the company, as using high-quality, aged spirits posed financial challenges.

“The costs of the component vintages in Hogsworth’s blend caused [our accountant] a bit of a conniption fit,” Bhakta notes. However, the goal of creating an affordable, high-quality product remained a priority. “Even if it meant I had to withstand the recriminations of my chief financial officer—and maybe even take a hit on the profit and loss statement—to get Hogsworth done, so be it.”

Bhakta’s previous ventures include BHAKTA 1928, a blend of rye whiskey, XO Calvados and armagnac. And his vision for Hogsworth extends beyond just being a drink on the shelf; he sees it as a disruptive force in the spirits industry, where many consumers, as he describes, are priced out of premium-aged spirits.

“Give people something genuinely new, different and exceptional,” Bhakta says. “Give it to them at a value that no one can deny and everyone can enjoy.”