St Hugo - DR3 Wine Launch
Art Direction
Details
In an effort to redefine fine wine for a younger audience, St Hugo Wines partnered with Daniel Ricciardo to launch the DR3 series—a bold venture aimed at breaking all the traditional rules of the category. Our mission was to strip away the pretension and make fine wine not just accessible, but exciting for a new generation.
From crafting a dynamic brand identity to developing a name that embodied Ricciardo’s spirited personality, every detail was designed to disrupt the norms of wine marketing. The campaign launched exclusively on social media, creating content that resonated deeply with younger wine enthusiasts.
The outcome? DR3 didn’t just make an impression—it reshaped perceptions, proving that fine wine can be relatable, engaging, and perfectly positioned for the modern audience.
The Results:
24,274 visitors to sthugo.com in the first month, exceeding KPI’s by 658%.
#1 selling wine on Amazon UK within first week of launch.
DR3 Coonawarra Cabernet Sauvignon sold out in 22 days.
538,366 engagements.
Services
Art Direction
Product Launch
Now in its 4th year, DR3 by Daniel Ricciardo continues to defy expectations, with each new release selling out within hours. What began as a bold partnership between St Hugo Wines and Ricciardo has transformed into a global sensation, drawing in not just wine enthusiasts, but a diverse and ever-growing audience beyond traditional wine lovers and Ricciardo’s fans.
Each new edition brings its own buzz, with an eager community of fans counting down to the next release. The DR3 wine series is expanding further each year, proving that fine wine, when done right, can create hype and loyalty on a global scale.
Credits
Art Direction
Jackson Tate
Copywriter
Cameron Burnett
Graphic Design
Alex King
