Archie Rose Distilling Co., Australia's most-awarded distillery, has unveiled a new brand platform and campaign titled 'Question Everything'. The campaign, developed in collaboration with The Works, aims to transform the perception of Australian spirits and educate consumers about Archie Rose's extensive range of offerings.

The nine-year-old distillery, independently owned and operated, has built its reputation primarily on white spirits, particularly gin. However, with 'Question Everything', Archie Rose is inviting consumers to rethink their choices and foster a new appreciation for Australian spirits.

Iggy Rodriguez, Executive Creative Director at The Works, said: 'We want to give credit to the Archie Rose team for treating us like a partner and being so collaborative in working together to shape this new direction for the brand. Question Everything is more than a campaign - it’s a business philosophy baked into every step of the process. From the spirits to the bar, live experiences, new product launches and communications, it’s by questioning everything in the world of the traditional spirits that have led Archie Rose to be the pioneer brand they are today.'

The campaign also received commendation from Nikki McColl, Client Lead at SPEED. 'We continue to be inspired by the vision of the team at Archie Rose and it’s been a joy working with The Works to bring that vision to life in such a compelling way through out-of-home and BVOD,' she said.

Victoria Tulloch, Head of Marketing at Archie Rose, said: 'Our new brand platform, Question Everything, is a great embodiment of Archie Rose's dedication to producing the highest quality Australian spirits for almost ten years and our brand values of unconstrained creativity, fanatical excellence and innovation,' she said. 'It's been a pleasure working with The Works to develop the platform and to share its first iteration via our new out-of-home and video campaign.'