Fresh from the success of DR3 x St Hugo Wines, which saw Dan Murphy’s temporarily renamed Dan Ricciardo’s, Formula 1 star Daniel Ricciardo is back—this time, with the launch of Enchanté Rosé, his latest collaboration with St Hugo.
Developed by independent creative agency Emotive, the campaign kicked off today across social, digital, and PR, capturing Ricciardo’s signature charm and playful spirit. The eight-time Formula 1 Grand Prix winner embraces a new kind of fast-paced thrill—one that’s rosé-tinted—as he lives his best Enchanté life.
Shot specifically for social media and launched alongside the Formula 1 Louis Vuitton Australian Grand Prix 2025, the campaign taps into Ricciardo’s natural charisma, cheeky energy, and sense of humor. Enchanté Rosé is a celebration of his bold outlook on life—vibrant, magnetic, and playful—featuring a crisp mineral line with notes of fresh red berries.
A Campaign as Bold as Ricciardo
Darren Wright, Group Creative Director at Emotive, explains the campaign’s inspiration:
“When Daniel stepped back from Formula 1, everyone wondered what he’d do next. Turns out, he was crafting his new rosé, kicking back, and living the dream. We wanted to tap into that conversation with a fun, engaging launch. By taking a social-first approach, we kept things agile and spontaneous—perfectly in tune with Daniel’s energy.”
Dan Murphy’s Becomes ‘Dan Murphé’
To celebrate the launch, St Hugo Wines has once again teamed up with Dan Murphy’s, transforming its South Melbourne store into ‘Dan Murphé’ from March 14–16. The store makeover features Ricciardo’s face—complete with a French-inspired mustache—cheekily replacing the original 1950s Dan Murphy motif.
Agi Pfeiffer-Smith, Managing Director at Dan Murphy’s, shares the excitement:
“We love bringing unique wine experiences to our customers, and Enchanté Rosé is set to be a podium moment. During Daniel’s last store takeover for DR3 Wines, sales skyrocketed—over 10 times the usual volume, with all three wines landing in the top 25 red wine products. With Aussie rosé now leading wine category growth, we’re confident Enchanté Rosé will hit high gear.”
A Full-Throttle Launch
The Enchanté Rosé campaign is designed to engage a new generation of wine lovers, breaking conventions in the fine wine category. Ricciardo has been hands-on throughout the winemaking process, working closely with St Hugo’s Trina Smith to craft the wine’s structure and flavor profile.
As part of the launch, fans attending the Formula 1 Louis Vuitton Australian Grand Prix 2025 can visit the Enchanté Rosé pop-up bar, where they can: ✔️ Sip Enchanté Rosé and the DR3 x St Hugo range ✔️ Step up to the ‘Dial for Dan’ phone booth for a personal message from Ricciardo ✔️ Get a temporary tattoo at the Enchanté Rosé Tattoo Parlour, inspired by Ricciardo’s own ink
Ricciardo himself is thrilled about the launch:
“It’s been nice to take my foot off the gas lately, and with the launch of Enchanté Rosé alongside my friends at St Hugo, the future is looking rosé. Good wine, good company, and a bit of French flair—including another Dan Murphy’s name change—what more could you want?”
Kelly Suhr, Global Head of Fine Wine at Pernod Ricard, echoes the sentiment:
“This campaign is about celebrating the moment—just like Daniel, Enchanté Rosé is bold, playful, and breaks conventions. For the second year running, we’re thrilled to partner with Dan Murphy’s, this time bringing Daniel’s wit and charisma to life by transforming Dan Murphy’s into ‘Dan Murphé.’ It’s all about creating an unforgettable experience for a new wave of wine lovers.”
Raise a Glass to the Enchanté Life
With its full-flavored finesse and Ricciardo’s signature touch, Enchanté Rosé is set to be a standout in the world of fine wine. Whether at the Grand Prix, Dan Murphé’s, or in the comfort of your own home, one thing’s for sure—the future is looking rosé!
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
2023 Roastbrief is a digital media with global presence that seeks to share knowledge and updates about the creative industry.
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