Chris Hemsworth partners with Archie Rose on US whisky expansion

Summarised from 2 outlets · Updated 20 Oct, 20:32 · Archive

Actor Chris Hemsworth has partnered with Sydney distillery Archie Rose to launch an international campaign targeting the US market.

Chris Hemsworth has partnered with award-winning Sydney distillery Archie Rose to launch an international campaign targeting the US market. The actor, famous for his role as Thor in Marvel films, teamed up with his older brother Luke on the project. Hemsworth contributed significantly to the campaign beyond his celebrity endorsement, writing, directing and producing a film for the brand and helping reimagine the distillery's visual identity.

Hemsworth developed custom bottle design and packaging inspired by the Australian landscape. The refreshed core range comprises three expressions: award-winning Single Malt priced at $119.99, Straight Rye Malt at $99.99, and a new more accessible Australian Original at $79.99. All are crafted at the Sydney distillery using Australian grown grains.

"I've been a fan of Archie Rose for years because, quite simply, they make brilliant whisky," Hemsworth said. "The awards speak for themselves, but it's the flavour and character of each expression that truly set them apart." Hemsworth described the endeavour as "Australian distilling at its absolute peak". Celebrity entries into the whisky sector remain rare in Australia, though global stars including Drake, Bob Dylan and Beyoncé have successfully launched premium brands.

How it is being reported

• ‘Absolute peak’: Chris Hemsworth teams up with Sydney distillery Archie Rose to launch US whisky pushOne of Hollywood’s most bankable Aussies has traded Thor’s hammer for a whisky glass, partnering with a major brand to conquer the US market.Perth Now · 20 Oct, 20:02
• ‘Absolute peak’: Chris Hemsworth teams up with Sydney distillery Archie Rose to launch US whisky pushOne of Hollywood’s most bankable Aussies has traded Thor’s hammer for a whisky glass, partnering with a major brand to conquer the US market.The West Australian · 20 Oct, 20:02

In this story: Chris Hemsworth · Luke Hemsworth · Archie Rose · Sydney · United States

This summary was written by AI from the headlines and standfirsts above, and states as fact only what at least two outlets report. How we use AI · Report a problem