Daniel Ricciardo’s Enchanté Rosé to land in Dan Murphé
Pernod Ricard’s St Hugo Wines has extended its partnership with Australian Formula 1 legend Daniel Ricciardo, launching a new rosé this week.
Supported by a creative campaign from Emotive, the agency’s CEO, Simon Joyce, speaks exclusively to Mumbrella alongside the brand’s global head of fine wine, Kelly Suhr, and ANZ marketing director, Kristy Rutherford.
The new product and campaign come following the success of last year’s DR3 range launch and campaign with Dan Murphy’s, which saw DR3 wines take over Dan Murphy’s Alexandria store and rename it Dan Ricciardo’s.
Designed to drive excitement in the fine wine category and build a new consumer audience, the campaign was highly successful, according to Pernod Ricard and Emotive.
Now back for round two ahead of next weekend’s Australian Grand Prix and the kick off of the 2025 Formula 1 season, a new campaign has launched across social, digital, and PR to promote the latest product, Enchanté Rosé.
As part of the campaign, a Dan Murphy’s store will undergo another transformation. This time, right near the grand prix race track, the South Melbourne store will be transformed into Dan Murphé. There will also be an Enchanté Rosé pop-up at next week’s grand prix in Albert Park.
“Rosé is having its moment, it’s trending, and there are a huge amount of fine wine drinkers — and younger fine wine drinkers — tapping into the trend,” Suhr told Mumbrella.
“We thought this would be a great opportunity to expand the offering that we have with DR3 Wines, and as we keep trying to bring new consumers in, we landed on the idea of rosé.”
She said Enchanté Rosé has been in the works for multiple years, but the campaign only came together in the last few months.
“The objective we have as a brand is to really shake up the fine wine industry,” she said. “So we wanted to use the launch of Enchanté Rosé to create something unexpected and memorable, something that was culturally relevant and sticky.”
So, leaning into the “unique” stage Ricciardo is at in his career, the campaign features the key tagline: ‘The future is looking rosé.’
Being culturally relevant was key to the campaign. Suhr said that despite Ricciardo no longer driving in F1, his profile was still growing.
“We’ve had that question before, but we say there aren’t any concerns – if anything, he’s more relevant that ever,” she said.
“We look at Daniel Ricciardo as so much more than a Formula 1 driver – he’s a winemaker in training, he’s a fashion brand owner, he’s an icon in Australian culture.”
Rutherford seconded Suhr’s point: “Especially in Australia, he will continue to be culturally relevant whether he’s driving or not.”
Shot specifically for social, the campaign taps into Ricciardo’s “natural charisma, energy, and sense of humour”.
Developed by Emotive, the campaign leans into the agency’s ‘fame’ offering – a five-prong approach to advertising beyond the traditional model.
“If you’re going to get fame, you’ve got to get something talked about,” Joyce told Mumbrella. “And if an idea is worth talking about, you’re more likely to change how someone feels, and that means you’re more likely to have commercial impact.”
The approach to this campaign is “unconventional”, according to Joyce, as it has launched with an 80-second hero film – rather than the typical 30 or 15 seconds.
“If you’ve got something that’s entertaining, you can still capture that attention,” he said. “More time spent watching equals greater impact on mental availability, and therefore a greater payoff overall.”
Plus, convincing Dan Murphy’s to let Pernod Ricard transform a store again was an easy job.
Rutherford said: “At first, it did take some time to work with [Dan Murphy’s] on it, but I do think they could see from the absolute get-go that there was something special about this idea, and it was different to what other partners would be bringing them.
“So after we had the success of last year, like Dan Murphy’s got a big chunk of the success as well, this year they were absolutely keen to do something again.”
Credits:
Client: Pernod Ricard Winemakers
Retailer: Dan Murphy’s
Creative: Emotive
Production: Emotive
PR: Liquid Ideas
Social: Darkhorse
Media: Initiative
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Australian Grand Prix
Dan Murphé
Dan Murphy's
Daniel Ricciardo
DR3 Wines
emotive
Enchanté Rosé
Kelly Suhr
Kristy Rutherford
Pernod Ricard
Simon Joyce
St Hugo Wines
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