Australia’s Archie Rose Distilling Co is rolling out its namesake whisky brand across the US for the first time this month.
The launch, announced this week, will be accompanied by a global marketing campaign fronted by actor Chris Hemsworth, who joined founder Will Edwards as a co-owner of the brand in August. Activity centres around an ad spot starring Hemsworth alongside his brother, Luke (below).
The spot has been uploaded to Hemsworth’s YouTube channel and the Archie Rose website.
From today (23 October) three of the brand’s expressions, Single Malt Australian Whisky, Straight Rye Malt Whisky and Australian Original Whisky, will be available in the US. The trio will have SRPs of US$59.99, $49.99 and $39.99, respectively.
Since joining the company, Archie Rose said Hemsworth has “played a leading role in reimagining the brand’s identity”, including designing a limited-edition bottle and new flask-shaped packaging.
“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 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.”
At the start of this year, Archie Rose’s domestic peer, Melbourne-based Starward, welcomed back its founder, David Vitale, following its split from Distill Ventures, Diageo’s brand incubator partner, after 11 years.
