Chris Hemsworth Fronts Archie Rose’s US Expansion With Three New Expressions: Australian Original Whisky Blend, Australian Single Malt & Straight Rye Malt Whisky
Sydney’s Archie Rose Distilling Co. has launched its core whisky lineup in the US alongside a new global campaign starring actor Chris Hemsworth, who officially came on board as distillery co-owner alongside founder Will Edwards in August.
The distillery also hinted at upcoming whisky launches and further growth in the US market.
The three whiskies available in the US from Oct 23 will be:
- Straight Rye Malt Whisky, the distillery’s inaugural whisky from 2019, formerly named Rye Malt Whisky (US$49.99)
- Single Malt Australian Whisky, made with six different barley malts (US$59.99)
- Australian Original Whisky, a combination of the distillery’s Straight Rye Malt and single malt whiskies (US$39.99).
The whiskies will be available in eight states, with Reserve Bar serving as the e-commerce partner.
Reyes Beverage Group will handle distribution across California, Texas, and Florida, while sharing Illinois rights with Chicago Beverage Systems. Meanwhile, Manhattan Beer & Beverage Distributors will cover New York, with Fedway Associates and Best Brands distributing in New Jersey and Tennessee, respectively.
Hemsworth worked alongside Glasgow-based creative agency Thirst and the Archie Rose team to design the new bottles and packaging, which was intended to better reflect the brand’s Australian provenance.
The flask-shaped bottle’s glass texture is said to aim at 'evoking the earth in which the range’s barley and rye are grown’ and the labels and box packaging taking inspiration from the distillery’s local landscape. The bottle also features a lighter glass build and a redesigned box, cutting down packaging weight and boosting freight efficiency.
To support its US entry and global rollout across markets like Singapore and New Zealand, Archie Rose launched a campaign starring Chris and Luke Hemsworth. Filmed across eight Australian locations, the ad highlights the local landscapes, ingredients, and ingenuity behind the brand's whisky.
Kanpai
88 Bamboo Editorial Team
