St Hugo Wines have introduced a new addition to their collaborative wine series with Daniel Ricciardo, in an ongoing partnership kicked off in 2020 with a focus on wines that reflect the formula one star's passion for winemaking.

The new Enchanté Rosé launches with a campaign crafted by the independent creative agency Emotive, with the work being rolled out across social, digital, and PR platforms ahead of the Formula 1 Louis Vuitton Australian Grand Prix 2025 later this month.

The campaign prominently features Ricciardo's charisma and humour, aiming to engage a new-age wine consumer and generate excitement in the fine wine category. As part of the promotional activities, the South Melbourne Dan Murphy's store will undergo a temporary rebranding to 'Dan Murphé' from March 14th to 16th, celebrating the wine's launch.

"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. Good wine, good company, and a little bit of French flair including another name change for Dan Murphy’s—what more could you want?" said Ricciardo.

The campaign also includes a pop-up bar at the Grand Prix, offering Enchanté Rosé alongside other wines from the DR3 x St Hugo range, such as Coonawarra Cabernet Sauvignon, Barossa Shiraz, and Ric Red. St Hugo, a premium Australian wine label, boasts over 1000 wine show awards, underscoring its reputation in the industry.

Global Head of Fine Wine at Pernod Ricard, Kelly Suhr, 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!"

Group Creative Director at Emotive, Darren Wright, 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."

Managing Director at Dan Murphy’s, Agi Pfeiffer-Smith, said: "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."

The campaign assets include films, stills, and out-of-home (OOH) materials designed specifically for social media, aiming to capture the attention of a broad audience and enhance the visibility of the Enchanté Rosé launch.