The distillery with an AI-backed plan to lift their spirits
This distillery is using AI to help make and market their whiskey. But what sells—and how to sell it—is still a matter of human taste.
Working Smarter · Jordan Spitzer, Wane Lindsey, Matthew Braga
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Show Notes
Bespoken Spirits isn’t your typical whiskey distillery. Yes, they’re based in the American bourbon heartland of Lexington, Kentucky, and yes, they often make private label whiskeys for clients. But everything from how Bespoken Spirits distills their whiskey to how they market it is done with the help of AI. Jordan Spitzer, their head of flavor, can finish a whiskey in days instead of years—while precisely crafting its taste—using their machine-learning backed approach. And Wane Lindsey, their director of marketing, credits AI tools with helping his tiny team punch way above their weight.
The result is a whiskey that may not be traditional, but still tastes great—and in a fraction of the time it would otherwise take. That’s time they can spend on the creative side of their craft and the work that has the most meaning: building brands and bespoke spirits that people will want to drink.
On this episode, Jordan and Wane share how AI has helped them explore creative new ways to make and market whiskey—and why, no matter how smart our tools get, there’s still no substitute for human taste.
You can learn more about Bespoken Spirits at bespokenspirits.com
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This show would not be possible without the talented team at Cosmic Standard: producer Dominic Girard, sound engineer Aja Simpson, technical director Jacob Winik, and executive producer Eliza Smith. Special thanks to our illustrators Justin Tran and Fanny Luor, marketing consultant Meggan Ellingboe, and editorial support from Catie Keck. Our theme song was composed by Doug Stuart. Working Smarter is hosted by Matthew Braga. Thanks for listening!