St Hugo launches new campaign for Daniel Ricciardo’s DR3 x St Hugo wine via Emotive
To celebrate the launch of Daniel Ricciardo’s latest DR3 fine wine collab with St Hugo, they have launched a handcrafted glass Decanter inspired by his famous trademark podium celebration, part of a campaign via Emotive.
The limited edition ‘Ricciardo Decanter’ is modelled precisely on one of Ricciardo’s actual racing boots, and was unveiled to the press on 4th April in the lead up to the Formula 1® Australian Grand Prix in Melbourne. With just 1,100 made, the limited edition Decanters will be sold for $700 a piece alongside the new 2018 Cabernet Sauvignon and 2020 Shiraz wines from Riccardo’s and St Hugo’s critically acclaimed DR3 brand on StHugo.com/DR3.
The finely contoured glass decanter was designed by industrial designer Andrew Simpson and his team at Vert. Digital sculpting techniques were used to ensure every facet of Daniel’s racing boot was rendered in meticulous detail, followed by multiple rounds of prototypes to translate and refine the shoe profile from on-screen to in-hand.
The decanters, which hold one bottle of DR3 wine, are designed to deliver an exceptional experience by ensuring the optimal release of the wine’s flavours and aromas. Painstakingly hand-blown and moulded by Australia’s leading glass artists Canberra Glassworks, each decanter required 5 artists working simultaneously to create the unique form.
Taking inspiration from sneaker drops, the launch of the decanter and two new DR3 fine wines were teased through Riccardo’s social channels alongside a comprehensive PR outreach program.
Says Riccardo: “I’m so proud and overwhelmed by the reaction we had for the launch of DR3 x St Hugo. When St Hugo approached me with the idea of creating a piece to showcase our wines at their best, I was excited to see the creative inspiration, and so the Ricciardo Decanter was born.”
Says Celest Kenny, head of fine wine at Pernod Ricard: “Year 2 of DR3 has been all about getting Daniel even more involved in the process as travel would allow. He and Peter (our chief winemaker) conducted extensive blending sessions online and of course the Decanter is as Daniel as you can get! Fans have been asking for this since day 1, so it’s incredible to finally see it become a reality.”
Says Ben Clare, creative director, Emotive: Sequels are a tough act. Last year’s DR3 release was a massive success, so we needed to step it up a gear this time around. Judging by the public’s response, I’d say Christmas has come 8 months early for a lot of people. It’s been a great collaboration with St Hugo and the teams at Vert and Canberra Glassworks.
DR3 represents a partnership between Daniel Riccardo and St Hugo. DR3 is a passion project for Riccardo, so close collaboration was required on every element of the brand from the ground up. Pernod Ricard and Emotive have worked together since 2020 on DR3, with the launch being one of the most successful in St Hugo’s history.
Pernod Riccard/St Hugo Marketing Team
Eric Thomson: Global Marketing Director
Head of Fine Wine: Celest Kenny
Senior Brand Manager: Karlee Fancourt
Assistant Brand Manager: Maddie Gold
Creative: Emotive
CEO & Founder: Simon Joyce
Head of Strategy and Managing Partner: Michael Hogg
Group Creative Director: Ben Clare
Business Director: Monika Vidovic
Strategy Director: Anna-Claire Clendon
Copywriter: Avi Azouz
Senior Producer: Madeline Levins
Production Company: Annatic
Producer: Matt Page
Director’s: Matt Page & James Copson
Director of Photography: James Stier
30 Comments
Campaign brief feels like award school these days. You see the same ideas over and over.
I’m sure someone saw the buddy boot then went and sold in an idea to the world’s second-largest wine and spirits seller, made 1000 glass shoeys and a campaign featuring Daniel Ricciardo in the space of a week, hahahahaha
Cringe.
I love this, it’s so something Daniel Ricciardo would do. All he needs now is a podium in Melbourne
Unfortunate timing eh?
OUchy.. Unfortunate indeed.
found the video a bit long to be honest but the shoey is hilarious.
Gotta move a bit quicker, like Thinkerbell did: https://campaignbrief.com/furphy-beer-creates-limited-edition-glass-boot-for-buddy-franklins-1000th-goal-via-thinkerbell/
A glass shoey for Daniel Ricciardo makes way more sense. Unfortunate timing, but that’s advertising. This is solid as.
Didn’t Furphy already do this!?
Such a simple idea, perfect for the honey badger. Kudos all round.
Wa-wa-wa-waaaaaaaaaaaah
Agree that Thinkerbell beat them to the punch, however the Ricciardo idea actually makes 100 times more sense. He’s actually known for doing Shoeys.
Shoulda gone with the aerator that makes F1 engine sounds as you pour the wine through it.
A much more classy international version. Thanks Dan & Co.
Yeah very unlucky timing, but this is heaps better fit for DR than Furphy’s Buddy one. And kudos that they’re actually manufacturing and selling them.
Dont mind it. I just find Daniel Riccardo incredibly annoying. Dude thinks he’s amazing and the whole shoey thing is cringe
Take nothing away from this tho, I just am not a fan of the guy
Can you tell!
Buddy never did shoeys
I reckon Daniel thinks most of your scripts are pretty average too.
This is bound to get some good PR.
Pouring the wine from a boot and not a shoe then into a wine glass feels a bit… meh.
This would’ve been great… if i didn’t see it last month. lol.
Never mind who did it first, this idea is a known Ricciardo ritual. The other is simply borrowed.
Buddy might not have done shoeys publically, but most footy fans would have.
Also you dont do wine shoeys.
Beer beats wine on this one.
Also, not the best responsible drinking message is it
Love this one.
More relevant than the Furphy’s boot.
I’m pretty confident that everyone except navel-gazing industry people will not make a connection with the Furphy thing, and nor would they care.
This one feels more appropriate given the talent, anyway.
Shoey started with champagne mate
What are the odds.
Just saying
It’s a wine decanter. It doesn’t make sense. And who does a shoey with wine!??