Chris Hemsworth headlines Archie Rose’s whisky rebrand
Archie Rose’s new co-owner has taken centre stage as the distillery reimagines its whisky identity, debuting a new three-whisky core range, updating its bottle and packaging design, and revealing a new global campaign.
The update comes as Archie Rose prepares to enter into the US for the first time and follows two months behind the announcement that Chris Hemsworth had joined as co-owner.
Single Malt Whisky and Straight Rye Malt Whisky, formerly known as Rye Malt Whisky, will continue to exist in the new portfolio, supported by the addition of Australian Original Whisky, a blend of the two bottled at 40% ABV.
Chris Hemsworth said: "Unveiling these three whiskies with a look that reflects the richness of our landscape isn't just an exciting evolution; it’s Australian distilling at its absolute peak. I’m incredibly proud of what we’ve created and can’t wait for more people in Australia and around the world to discover them.”
The launch is being supported by a film starring Chris and his brother Luke Hemsworth, produced by Hemsworth alongside director Justin McMillan.
The globally-acclaimed actor said his goal was to introduce audiences to Australia’s distinctive landscapes, alongside the ingredients and craftsmanship behind Archie Rose whisky.
“Archie Rose embodies the very best of Australia – from raw local ingredients to the incredible passion of the team behind the stills,” said Hemsworth. “I’ve been a fan of Archie Rose for years because, quite simply, they make brilliant whisky. The awards speak for themselves, but it’s the flavour and character of each expression that truly set them apart.”
Hemsworth also worked closely with Glasgow-based creative agency Thirst to develop a new bottle and packaging for Archie Rose’s whisky range, which in addition to being visually different is lighter in weight, supporting the B Corp certified distillery’s export ambitions and broader environmental commitments.
Archie Rose founder and co-owner Will Edwards said the new brand identity builds upon the brand’s established strengths.
“This new chapter stays true to what has always defined Archie Rose: making exceptional whisky in Australia, from Australian-grown ingredients, with a genuine sense of place," he said.
"We’ve spent the last twelve years refining our whiskies and we now have a portfolio and brand identity that reflects our Australian grown and made heritage, while giving us a strong platform to introduce Australian whisky to more people around the world."
Archie Rose's rebranded core whisky range
All three whiskies in Archie Rose’s new core range are distilled in Sydney using Australian-grown grains sourced in close collaboration with local farmers and maltsters. Archie Rose ferments, distills and matures each malt separately, allowing individual characteristics to shine before bringing them together.
Master Distiller Dave Willers said: “Great whisky starts its life in the field. Our goal has always been to showcase the breadth, quality and distinctive character of Australia’s raw ingredients through the innovation of our Sydney distillery. Partnering with Chris allows us to take that Australian craft to the global stage across our whisky range.”
The three whiskies are now available globally. Single Malt is priced at $120 and Straight Rye Malt at $100, with both sharing a 46% ABV. The new Archie Rose Australian Original Whisky is slightly cheaper at $80.
