"Now, with the launch of Enchanté Rosé alongside my friends at St Hugo, it really does feel like the future is looking rosé."
Daniel Ricciardo is back with the launch of Enchanté Rosé, his latest collaboration with St Hugo off the back of DR3 x St Hugo wines at Dan Murphy’s where the store was renamed Dan Ricciardo’s.
The campaign, developed by independent creative agency Emotive, launched across social, digital and PR, sees content the eight-time Formula 1 Grand Prix winner embracing a newfound freedom, which is looking decidedly rosé thanks to the Enchanté life that he is living.
The campaign, shot specifically for social and launching alongside the Formula 1 Louis Vuitton Australian Grand Prix 2025, taps into Ricciardo’s natural charisma, cheeky energy, and sharp sense of humour. The new Enchanté Rosé represents the perfect celebration of his vibrant and playful outlook on life accompanied by a lovely mineral line and accents of red berries.
To celebrate the launch of Enchanté Rosé, St Hugo Wines has partnered with Dan Murphy’s, transforming its South Melbourne store into 'Dan Murphé from March 14 to 16, complete with Dan Ricciardo’s face replacing the original Dan Murphy motif.
Daniel Ricciardo said it’s been nice to take his foot off the gas lately.
"Now, with the launch of Enchanté Rosé alongside my friends at St Hugo, it really does feel like the future is looking rosé," he said.
"Good wine, good company, and a little bit of French flair including another name change for Dan Murphy’s—what more could you want?"
Pernod Ricard global head of fine wine Kelly Suhr said this campaign is all about capturing the moment.
"As Daniel Ricciardo steps into a new chapter, we know the future is looking rosé and what better way to celebrate his new lifestyle than with the launch of Enchanté Rosé? Just like Daniel, this wine is bold, playful, and breaks conventions," she said.
"For the second year running, we’re thrilled to be partnering with Dan Murphy’s, except this time we’re bringing Daniel’s signature wit & charisma to life by transforming Dan Murphy’s into ‘Dan Murphé’s, ultimately driving talkability and inviting a new wave of fine wine lovers to experience something fun, unexpected and truly unforgettable."
Emotive group creative director Darren Wright everyone wondered what Ricciardo would do when he stepped back from Formula 1.
"Turns out he was working on his new Rosé, kicking back and living his best life. To launch “Enchanté Rose’ and his partnership with Dan Murphy’s we wanted to tap into that conversation and have some fun with it. Which is totally on brand for Daniel and hugely appealing to his massive fan base," he said.
"Taking a social-first approach for the whole Emotive-led production meant we could stay agile. And with our lead director Zane, the ideas just flowed, leading to an execution that everyone really enjoyed making."
Dan Murphy’s managing director Agi Pfeiffer-Smith said the brand is all about bringing the most exciting wine experiences to their customers.
"Partnering with St Hugo and DR3 Wines for Daniel’s launch of Enchanté Rosé is a real podium moment for us as it brings the fun, flair, and a bit of cheekiness to the table. And clearly Daniel knows how to pick a winner,” Agi Pfeiffer-Smith said.
"During the store takeover for Daniel’s DR3 range, sales were over 10 times higher than usual, with all three wines racing into the top 25 red wine products.
"With Aussie rosé now leading the charge in wine growth, we’re confident Enchanté Rosé will hit the same high gear. It’s a wine that’s as adventurous and magnetic as Daniel himself and perfectly captures the spirit of summer."
The launch aims to drive excitement in the fine wine category and engage with a new-age wine consumer that isn’t afraid to break conventions.
The partnership between St Hugo and Ricciardo, who worked closely with the team on all aspects of creating the wine’s shape, structure and flavour profile, was first established in 2020.
The campaign spans a full-funnel ecosystem of film and still assets, tailor made for social.
There will also be an Enchanté Rosé pop-up bar at the Formula 1 Louis Vuitton Australian Grand Prix 2025 where attendees can sip a glass of wine along with the rest of the DR3 x St Hugo wines range, step up to the ‘Dial for Dan’ phone booth to hear a message from the man himself or get inspired by Daniel Ricciardo’s tattoo at the Enchanté Rosé (temporary) tattoo parlour.
Credits:
Client: Pernod Ricard Winemakers
Global Head of Fine Wine: Kelly Suhr
Global Senior Brand Manager: Ambar Maddox
Global Brand Manager: Natasha Bridges
ANZ Marketing Director: Kristy Rutherford
ANZ Head of Wine & Champagne: Amy MIles / Lauren Illif
ANZ Senior Brand Manager: Harriet Schild
Senior PR Manager: Prue Bartholomaeus
Creative Agency: Emotive
CEO: Simon Joyce
CSO & Managing Partner: Michael Hogg
Group Creative Director: Darren Wright
Creative Director: Zane Pearson
Creative Director: Paul Sharp
Social & Cultural Strategist: Sarah Rosedale
Business Director: Liam Walker
Senior Account Manager: Elisa Donato
Head of Design: Daniel Mortensen
Designer: Eunice Nie
Production: Emotive Productions
Director: Zane Pearson
Head of Production: Hayley-Ritz Pelling
Agency & Line Producer: Cate Hartmann
Post Producer: Rebecca Love-Williams
DOP: Josh Flavell
Production Manager: Christine Tan
1st AD: Jose Marquina
Steadicam Operator: Jason Rodrigues
Key Gaffer: Remi Durrenburger
Key Grip: Craig Bartlett
Production Designer: Jen Waters
Wardrobe Stylist: Ashley Marcos
Make Up/Hair: Margo Regan
Sound Recordist: Mario Pellegrino
Unit: David Treloar
Editor: Sam Gadsden
Sound Studio: Electric Sheep Music
Colour Grade: Yanni Kronenberg
Online VFX: Ben Kucharski
Retailer: Dan Murphy’s
PR: Liquid Ideas
Social: Darkhorse
Media: Initiative
