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St Hugo partners with 2019 Formula 1 Grand Prix

St Hugo partners with 2019 Formula 1 Grand Prix

Pernod Ricard's St Hugo brand has announced it's partnering with the Formula 1 Rolex Grand Prix in 2019 as the official wine supplier of the race in Australia. 

The partnership combines an iconic Australian fine wine with one of the most prestigious sporting events in Australia will include a bespoke wine lounge for guests of the Formula 1 Paddock Club. 

The Formula 1 Paddock Club will welcome selected VIPs for the ultimate world-class hospitality.

Eric Thomson, Marketing Director for Pernod Ricard Australia said: “We are immensely proud to announce this exciting partnership with the Formula 1 Australian Grand Prix, which shares many of the same values as St Hugo, a fine wine created to honour the love between a father and son to continue on his wine making legacy.

“With a global reach, this partnership not only allows St Hugo to continue to engage with consumers in our home market, but also supports our continued ambitions in Asia and beyond.” 

At the Formula 1 Paddock Club, guests of St Hugo will have access to exclusive offers and experiences available only at the F1 Australian Grand Prix, including the first release of the 2016 St Hugo Coonawarra Cabernet Sauvignon.

Accompanying the wine lounge in the Formula 1 Paddock Club, attendees of the private and corporate suites at the race are offered an exclusive and in-depth exploration of St Hugo’s flagship wines. 

CEO of the Australian Grand Prix Corporation, Andrew Westacott, said: “This partnership is a perfect fit, as each shares a continual pursuit for excellence, which is seen across the St Hugo range and at our event at Albert Park.”

Pernod Ricard Pacific CEO Brian Fry told The Australian Financial Review: 'The events scene is pretty impressive; it's a fantastic thing for entertaining clients. The platform is super interesting to us."

The sponsorship is part of a strategy by Pernod Ricard to raise awareness of the brand that includes a $5 million investment in the Barossa winery, expanding the range to include more varieties and high end wines costing $250 a bottle and taking it to the export market.