Hemsworth leads bold new push into US market

Chris Hemsworth teams up with his brother Luke to launch an international campaign for Archie Rose, driving its Australian whisky range into the US market.

The full report

Award-winning Australian whisky brand Archie Rose has teamed up with Hollywood heartthrob Chris Hemsworth to bring a taste of Down Under to the rest of the world. Hemsworth, famous for his role as Thor in the Marvel Cinematic Universe films, has teamed up with his older brother Luke to launch an international campaign for Archie Rose.

Hemsworth did more than lend his famous face to the brand. The actor wrote, directed and produced the campaign film, starring alongside his brother, and helped reimagine the distillery's look, developing a custom bottle design and packaging inspired by the Australian landscape.

The core range features three expressions, including Single Malt, Straight Rye Malt and Australian Original. Crafted at Archie Rose's Sydney distillery using Australian grown grains, the refreshed core range brings together three expressions, including award-winning Single Malt ($119.99), Straight Rye Malt ($99.99), and a new, more accessible addition – Australian Original ($79.99).

While global stars like Drake, Bob Dylan and Beyonce have successfully rolled out premium whiskies, local celebrity entries into the sector remain a highly exclusive club. The push into the US from Hemsworth comes at a lucrative time for the industry.