Pernod Ricard x Formula 1 — Combining power and elegance for the perfect partnership pairing

Brand collaborations and Sponsorship Marketing is leading the race for the second year running. 

At Neonormal, we believe that a strategically chosen and well-executed partnership has the potential to deliver far more than a traditional media buy, at a lower cost.

Take one of Melbourne’s most iconic and spectacular sporting events – the Formula 1® Australian Grand Prix. An event that inspires devotion amongst locals and tourists alike, as a sponsorship opportunity, it’s about so much more than motorsport. Why?

  • It grants access to a highly engaged audience of over 295,000 race-goers
  • It provides an opportunity to leverage existing capital to shift brand metrics and drive brand awareness
  • It offers unique sampling and brand experience opportunities
  • It delivers connection points at every stage of the marketing funnel, across multiple channels — from brand, digital and shopper, to PR, internal and B2B engagement

That’s why we seized the opportunity to introduce AGPC to Pernod Ricard — enabling the first fine wine partnership between two world-class brands who share complementary brand narratives and values.

St Hugo and Formula 1® Australian Grand Prix

Crafted without compromise, the St Hugo collection of fine wines are made in the heart of the Barossa valley, Since its first 1980 vintage it has been renowned for the flagship Coonawarra Cabernet Sauvignon and is recognised as a producer of fine wines abundant in quality, character, power and elegance.

Built on legend and legacy, and fuelled by passion and the pursuit of excellence, St Hugo’s road to perfection journey aligns perfectly to the Formula 1® brand. Drawing a global audience, this partnership not only allowed St Hugo to continue to engage with customer in their home market, but also support continued brand growth ambitions in Asia and beyond.

Securing this brand partnership opened up the opportunity for unique brand executions and sponsorship extensions, which is where Neonormal thrive.


The Neonormal approach to Partnerships

With over 10 years of experience working with the Grand Prix, Neonormal became trusted advisors for the St Hugo team — navigating the journey into motorsport territory, getting right to the heart of opportunities that would offer the most value, to identify clever wins outside traditional partnership media.

Now in its second year, we’ve introduced additional brand integrations like data capture, bespoke ancillary events and the ‘Cellar Door’ bar experience, exclusive to luxury corporate suites. And of course St Hugo retains the title of Official Fine Wine Supplier for the Australian Grand Prix and Paddock Club tickets — enabling corporate entertaining for high net worth individuals.

We’d love to chat to you about starting your own partnership journey with Neonormal. To request a copy of our Partnerships Credentials or to find out more, please email

Nikita Blom Client Services Director
By Nikita Blom

Posted February 25, 2020

Nik is our Client Services Director. She knows how to manage major campaigns, and deliver positive brand experiences and memorable connections for consumers.