St Hugo drops second Daniel Ricciardo collaboration via Emotive

Pernod Ricard’s wine brand St Hugo has followed on the success of its first work from Emotive featuring Daniel Ricciardo, with the launch of a second DR3 collaboration with the Formula 1 star.

Ricciardo’s latest collaboration with St Hugo includes a new 2018 Cabernet Sauvignon and a 2020 Shiraz, as well as a limited edition ‘Ricciardo Decanter’ modelled on one of the Formula 1 driver’s racing boots, inspired by his famous podium ‘shoey’ celebration.

The contoured glass decanters were designed by industrial designer Andrew Simpson and his team at Vert using digital sculpting techniques refined over multiple rounds of prototypes. Handblown and moulded by Canberra Glassworks, each decanter required 5 artists to work simultaneously, producing a limited run of 1,100  decanters, priced at $700 a piece.


The collaboration was teased through Ricciardio’s social channels and launched through a comprehensive PR outreach campaign.

Riccardo said: “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.”

Celest Kenny, head of fine wine at Pernod Ricard said: “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.”

Ben Clare, Emotive creative director said: “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.”

Emotive was first appointed to the Pernod Ricard agency roster in 2020, handling creative and strategic duties for The Glenlivet, G.H. Mumm and St Hugo wine.

The campaign marks a continuation of Ricciardo’s string of ambassadorships, having also recently featured in work from Afterpay and Youfoodz.

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

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