Archie Rose Distilling Co. and co-owner Chris Hemsworth will debut its next evolution of Australian whisky, bringing three core expressions together under a new identity, bottle and packaging co-created with Hemsworth.
The refreshed range presents Archie Rose’s 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. Together, the three expressions showcase the breadth of Archie Rose whisky, made in Australia using locally grown ingredients.
The launch follows the August announcement that longtime Archie Rose fan Chris Hemsworth had joined founder Will Edwards as co-owner.
Drawing on his deep connection to Australia’s landscape and rugged spirit, Hemsworth has played a leading role in reimagining the brand’s identity, including a custom bottle design and new packaging across the portfolio, united by a shared ambition to bring Australian whisky to the world.
“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,” Edwards 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.”
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 sense of grit. 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, drawing on his connection to Australian nature and a shared ambition to take Australian whisky to the world.
Hemsworth steps behind the camera
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.
Bringing Hemsworth’s storytelling, humour and creative vision to life, the film depicts Chris’ imagination and passion for Australia, introducing audiences to the distinctly Australian landscape, ingredients and ingenuity 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.” Hemsworth said.
“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.
Backed by 12 years of distilling experience and over 50,000 casks under bond, 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.
“Great whisky starts its life in the field,” Archie Rose master distiller Dave Withers said. “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.”
