Pernod Ricard
ST HUGO WINES X DANIEL RICCIARDO – THE DR3

The Challenge: How do you attract younger drinkers to buy St Hugo new fine wine?

Brief

Fine wine isn’t just expensive, it’s intimidating. An intentionally exclusive world ripe for disruption from a brand with a little self-awareness and sense of humour.

Idea

Pretention-free fine wine. From the partnership with Daniel Ricciardo, to the name, brand identity and launch campaign purely via social, everything we did pushed against category conventions and made DR3 a fine wine young people could relate to.

Strategy

We created a new product, DR3 by St Hugo, with Daniel Ricciardo and brought it to life from the ground up. Beginning with the brand strategy, naming, design of the bottle and visual identity, before creating the launch communications and distribution strategy. The launch film speaks to Daniel’s trademark cheek and was created specifically for his social channels and PR.