The Australian Formula One superstar has created a limited edition series of fine wines with the Pernod Ricard Winemakers brand.
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.
“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," Pernod Ricard Winemakers global marketing director Eric Thomson says.
"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.”
Emotive group creative director Ben Clare says: “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.”
Credits
Client: Pernod Ricard Winemakers
Head of Fine Wine: Celest Kenny
St Hugo Brand Manager: Kate Bedwell
PR Manager: Alicia Partridge
Head of Digital Marketing: Maddie Jahnke Global Content Manager: Kristine Fernandez E-commerce Manager: Chris Dahl
Creative Agency: Emotive
Head of Strategy & Managing Partner: Michael Hogg Senior Strategist: Anna-Clare Clarendon
Business Director: Monika Vidovic
Creative Director: Ben Clare
Copywriter: Cameron Burnett
Art Director: Jackson Tate Content Distribution: Jamie Crick Executive Producer: Katrina Maw Senior Producer: Michael Hollis
UK Production Company: Anattic Producer/Director: James Copson & Matthew Page DOP: James Steir
Videographer: Duy Huynh
Art Director: Milda Baginskaite
Edit: Emotive Productions
Editor: Sam Gadsden
Sound: Otis Studios
VFX: Blockhead VFX
Colourist: Ben Eagleton
