Archie Rose and Chris Hemsworth unveil new look whisky range ahead of US launch

Archie Rose Distilling Co. and co-owner Chris Hemsworth have relaunched the distillery’s whisky range with a new identity, bottle and packaging co-created with Hemsworth.

The range has three core expressions. Single Malt Whisky and Straight Rye Malt Whisky, formerly Rye Malt Whisky, have new packaging, with the liquids and production methods unchanged. They are joined by Australian Original Whisky, a new all-malt whisky added to the core range.

The launch follows August’s announcement that Hemsworth had joined founder Will Edwards as co-owner. Hemsworth worked with the Archie Rose team and Glasgow-based creative agency Thirst on the identity, bottle, packaging and global creative direction. The new look is designed to support Archie Rose’s launch in the US.

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Will Edwards, Founder and Co-Owner of Archie Rose, 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 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.”

The flask-shaped bottle was inspired by the idea of being “forged from the earth”. Texture in the glass references the soil in which the barley and rye are grown, and the labels and boxes draw on the Australian landscape.

The lighter bottle and redesigned box reduce packaging weight and improve freight efficiency, which supports Archie Rose’s export plans and its commitments as a certified B Corp.

A global campaign launches alongside the range, set across eight locations in Australia. The film was produced by Hemsworth and directed by Justin McMillan, and stars Hemsworth and his brother Luke Hemsworth. It focuses on Australian landscape, ingredients and ingenuity.

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.”