Daniel Ricciardo and St Hugo have launched the latest instalment of its campaign for Enchanté Rosé, leaning into the former F1 champion’s new chapter post-racing, via Emotive.
The latest instalment comes off the back of the launch of DR3 x St Hugo wines at Dan Murphy’s and the Australian liquor store chain’s recent rebrand to Dan Ricciardo’s.
The independent creative agency’s campaign 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.
Shot specifically for social and launching alongside the Formula 1 Louis Vuitton Australian Grand Prix 2025, the Emotive campaign taps into Ricciardo’s natural charisma, cheeky energy, and sharp sense of humour.
The new Enchanté Rosé represents the perfect celebration of Daniel’s outlook on life – vibrant, magnetic and playful – accompanied by a lovely mineral line and accents of crunchy fresh red berries. The partnership between Ricciardo and St Hugo was first established in 2020 and sees Ricciardo’s life-long passion for wine turn into a winemaking reality. Not just a personal passion, Ricciardo worked closely with St Hugo’s Trina Smith and the team on all aspects of creating the wine’s shape, structure and flavour profile.
“It’s been nice to take my foot off the gas lately and now, with the launch of Enchanté Rosé alongside my friends at St Hugo, it really does feel like the future is looking rosé,” Ricciardo said of the campaign.
“Good wine, good company, and a little bit of French flair including another name change for Dan Murphy’s—what more could you want?”
Kelly Suhr, global head of fine wine at Pernod Ricard, 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.
“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!”
Darren Wright, group creative director at Emotive, said: “When Daniel stepped back from Formula 1, everyone wondered what he’d do next. 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. 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”
Agi Pfeiffer-Smith, managing director at Dan Murphy’s, added: “We’re all about bringing the most exciting and innovative wine experiences to our 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.
“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.”
To celebrate the launch of Enchanté Rosé, St Hugo Wines has partnered with Dan Murphy’s, transforming its iconic South Melbourne store into ‘Dan Murphé from 14– 16 March, complete with Ricciardo’s face and a perfectly placed French moustache replacing the original 1950s Dan Murphy motif.
