Do i have to bleach it in order for it to be burgundy?

i haven't dyed my hair in four months and have natural medium golden brown but the rest of my hair is dark brown with a tiny hint of red and i want it like this http://4.bp.blo.com/-3jp7SHdZuAA/TgIrqthZ_GI/AAAAAAAABAA/XVoKpSsAq2U/s1600/burgundy_hair_color_ideas_thumb.jpg