Archie Rose Distilling Co. and co-owner Chris Hemsworth have launched a new global marketing campaign to celebrate bringing three core whisky expressions together under a new identity, bottle and packaging.

The refreshed range presents Archie Rose’s award-winning Single Malt Whisky and Straight Rye Malt Whisky, formerly Rye Malt Whisky, in their new packaging with the liquids and production methods unchanged. They are joined by Australian Original Whisky, an approachable all-malt whisky and new addition to the core range.

The launch follows the August announcement that longtime Archie Rose fan Chris Hemsworth had joined founder Will Edwards as co-owner.

The new custom bottle design and new packaging across the portfolio draws on Hemsworth’s deep connection to Australia’s landscape and rugged spirit.

Edwards said: “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.

“We’ve spent the last 12 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 brand evolution

Developed with Hemsworth and Glasgow-based creative agency Thirst, the new identity has been designed to launch Archie Rose into the US to support its next phase of international growth. 

Inspired by the idea of being “forged from the earth”, the flask-shaped bottle balances refinement with a distinctly Australian feel. Texture within the glass evokes the earth in which the range’s barley and rye are grown, while the labels and box packaging draws further cues from the Australian landscape.

The lighter glass bottle and redesigned box structure also reduces overall packaging weight and improves freight efficiency and sustainability. This supports both Archie Rose’s export ambitions and its broader environmental commitments as a certified B Corp.

Hemsworth worked closely with the Archie Rose team and Thirst across the identity, bottle, packaging and global creative direction.

New global creative campaign launches

To mark the launch, Archie Rose will roll out a global creative campaign set against a backdrop of eight locations around Australia. Produced by Hemsworth, alongside director Justin McMillan, Hemsworth stars in the film alongside his brother Luke Hemsworth.

Hemsworth said: “Archie Rose embodies the very best of Australia – from raw local ingredients to the incredible passion of the team behind the stills.

“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.

“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.”

All three whiskies are crafted at Archie Rose’s Sydney distillery using Australian-grown grains and an approach that puts flavour first. Working closely with local farmers and maltsters, including Voyager Craft Malt in NSW, Archie Rose ferments, distills and matures each malt separately, allowing its individual characteristics to shine before bringing them together to create the final whisky.

The whiskies are matured in a carefully selected combination of Australian fortified wine barrels (apera), European oak and American oak casks. The range showcases the character of Australian grain and the distillery’s innovative approach, creating a distinctly Australian whisky identity rather than following established whisky making traditions.

Archie Rose Master Distiller Dave Withers 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 Archie Rose whiskies launching in Australia, the US plus other markets including New Zealand, Singapore, and selected markets in Asia include Archie Rose Single Malt (RRP $119), Straight Rye Malt (RRP $99.99) and Australian Original Whisky (RRP $79.99).  

Click on the link below to watch the global campaign film starring Chris and Luke Hemsworth: