Chris Hemsworth gives Archie Rose's global push some star power

Archie Rose is putting Chris Hemsworth's star power, and his knack for self-deprecating humour, behind its international expansion, with the actor and co-owner producing and starring in a tongue-in-cheek campaign as the Australian distiller prepares to enter the US.

The campaign takes Hemsworth on an increasingly ridiculous journey to deliver Archie Rose whisky to the world.

Across a series of over-the-top sequences, the actor drags barrels through the desert on camels, hauls them up cliff faces, battles snowstorms and rough seas, and even swims across an ocean while towing a barge loaded with whisky barrels.

Featuring his brother Luke, the film plays on Hemsworth's action-hero persona and willingness to poke fun at himself, turning Archie Rose's international ambitions into an elaborate adventure.

Directed by Justin McMillan and filmed across eight Australian locations, the campaign launched on 21 October through Hemsworth's YouTube channel and the Archie Rose website.

The campaign follows Hemsworth's appointment as co-owner alongside founder Will Edwards in August. His involvement extends beyond the film into the brand's creative direction, including a new identity, custom bottle and packaging developed with Glasgow-based agency Thirst.

Created to support Archie Rose's US launch and broader international growth, the redesign brings three core whiskies under a shared identity, with a rollout spanning Australia, the US, New Zealand, Singapore and selected Asian markets.

Australian provenance anchors the new identity, which draws on the idea of being “forged from the earth”, with textured glass and packaging inspired by the landscape and locally grown ingredients used at the Sydney distillery.

“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,” Edwards said.

The launch gives Hemsworth a commercial stake and a hands-on creative role in the brand’s expansion, combining ownership, design input, campaign production and distribution through his own YouTube channel.

“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,” Hemsworth said.