An award-winning Australian whisky brand has teamed up with Hollywood heartthrob Chris Hemsworth, as it looks to bring a taste of Down Under to the rest of the world.
Hemsworth, a Hollywood heavyweight 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, driving its Australian whisky range into the massive US market.
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.
“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.”
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).
“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,” Hemsworth said.
“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.”
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.
Instead, local icons have typically found success elsewhere, including Kylie Minogue’s wine empire, Margot Robbie’s Papa Salt Coastal Gin and the Inspired Unemployed’s Better Beer.
The push into the US from Hemsworth comes at a lucrative time for the industry.
The US whisky market was valued $26.27bn in 2025, and projected to reach $32.55bn by 2030, according to industry forecasts.
By comparison, the Australian whisky market was valued at about $2.28bn in 2025, and projected to reach $4.08 billion by 2035.
Archie Rose founder and co-owner Will Edwards said the refreshed range reflected more than a decade of work refining the brand’s spirits.
“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,” Mr Edwards said.
“(It gives) us a strong platform to introduce Australian whisky to more people around the world.”
The campaign premieres on Wednesday, with the whiskies available through major retailers and independent bottle shops across the country.
The launch caps off a busy stretch for Hemsworth, who is currently filming Netflix’s Extraction 3 following the wrap of his crime thriller Crime 101, and ahead of his return as Thor in Avengers: Doomsday.