F1 Racer Daniel Ricciardo Brings a Touch of Cheeky Class to Wine Brand St Hugo

Celebrated fine wine brand St Hugo, part of Pernod Ricard Winemakers, has  partnered with Australian Formula One superstar Daniel Ricciardo to release DR3 x St Hugo – a limited edition series of fine wines.

The long-term partnership will see Ricciardo and St Hugo release new wines each year. The first drop of DR3 x St Hugo saw Ricciardo work closely with St Hugo chief winemaker, Peter Munro, to create a series of wines of outstanding quality.

In Emotive’s first work for St Hugo, the agency helped create this new fine wine brand, responsible for brand strategy, naming, visual identity, as well as the launch campaign and distribution strategy.

The launch campaign speaks to Daniel’s trademark cheek and was created specifically for his social channels and PR, with the release far exceeding sales expectations inside the first 24 hours.

Said Eric Thomson, Pernod Ricard Winemakers global marketing director: “Daniel’s passion for everything is infectious and it became evident immediately when he began discussing wine with Pete and I, that we needed to help him create an outlet to express himself. The collaboration provides a vehicle for Daniel and the wines of St Hugo to introduce themselves to each other’s fans, through some of the best wines that Australia produces.”

Says Ben Clare, group creative director at Emotive said: “It’s one thing to promote a wine, but to help create a brand, alongside Daniel Ricciardo and St Hugo Wines no less, has been really rewarding.”