Dan’s Dan’s: F1 legend takes over bottleshop in new campaign

Daniel Ricciardo. Image courtesy DR3 x St Hugo 

To promote the release of his new collection with St Hugo wines, Formula 1 driver Daniel Ricciardo has taken over Dan Murphy’s and renamed it ‘Dan Ricciardo’s’ in a playful new campaign.

From 12 -14 July, the ‘Dan Ricciardo’s’ store in Alexandria will feature the face and “notable cheeky grin” of Daniel Ricciardo, replacing the original 1950s Dan Murphy motif, to celebrate Ricciardo’s collection of DR3 x St Hugo wines.



“When I found out that Dan Murphy’s was taking on DR3 wines, I immediately knew I needed to step into the shoes of Dan, the man himself – we share a name and a love of wine,” said Ricciardo.

“It’s truly rewarding to share this journey with winemaker Pete [St Hugo chief winemaker, Peter Munro], and I’m excited to see our wines reach even more wine lovers across the country.”

Throughout the weekend, shoppers will be able to experience DR3 x St Hugo wine tastings as well as pick up exclusive merchandise.

“I am incredibly proud to see DR3 Wines out in the wild on shelf and available to share with so many Aussies,” said Ricciardo. “My passion for winemaking stemmed from my family, but it’s now developed to bringing quality and some unique Australian character to each and every bottle.”



St Hugo’s chief winemaker, Peter Munro has seen Ricciardo’s life-long passion for wine turn into a winemaking reality.

“Working with Daniel is an absolute pleasure”, said Munro. “To be able to help transform his passion into premium wine; it’s a very proud partnership for St Hugo. He has a strong palate and appreciation for quality, which in turn guides his instinct in the winemaking process.”

This unique collaboration results in DR3 x St Hugo South Australian Cabernet Sauvignon 2021 and DR3 x St Hugo South Australian Shiraz 2021, as well as Ric Red by DR3, an approachable red blend.

“This is such an amazing opportunity to have such an Australian sporting legend take part in an entire Dan’s store takeover in Alexandria,” said Dan Murphy’s managing director Agnieszka Pfeiffer-Smith.

“Dan Ricciardo’s energy, commitment to wine quality and of course being a crowd favourite to something that our own Dan Murphy really prided himself on as well. Both Dan’s really share a passion for wine – it’s clearly in their DNA!

“I know our own Daniel Francis Murphy would have given a personal seal of approval to have such an eponymous takeover with this Australian star, and we can’t wait to share it.”

Are you a Daily Wine News subscriber? If not, click here to join our mailing list. It’s free!