Archie Rose Distilling Co., a Sydney distillery with 12 years of operation, is bringing its whiskies to the United States for the first time, starting on 23 October. The launch also has an image angle: Australian actor Chris Hemsworth became a co-owner of the company in August, alongside founder Will Edwards, and led the redesign of the brand identity, including a new flask-shaped bottle.
Three products are reaching the US market: Single Malt Australian Whisky (46%, $59.99), made from six Australian malts; Straight Rye Malt Whisky (46%, $49.99), from Australian-grown rye and matured in new charred American oak; and Australian Original Whisky (40%, $39.99), a blend of the two.
The distillery has more than 50,000 casks maturing, including Australian fortified wine casks, and is B Corp certified. The launch campaign, directed by Hemsworth, premiered on 20 October.
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Source: The Whiskey Wash