A playful new marketing campaign sees Formula 1 legend Daniel Ricciardo take over Dan Murphy’s and rename it ‘Dan Ricciardo’s’.

The activation highlights his collection of DR3 x St Hugo wines that are now available across Dan Murphy’s stores nationally.

From 12-14 July the ‘Dan Ricciardo’s’ store in Alexandria will proudly feature the face and notable cheeky grin of Daniel Ricciardo replacing the original 1950s iconic Dan Murphy motif.

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

Ricciardo said: “I am incredibly proud to see DR3 Wines out in the wild on shelf and available to share with so many Aussies. 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.

“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. 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.”

Ricciardo’s partnership with St Hugo’s Chief Winemaker, Peter Munro has seen his life-long passion for wine turn into a winemaking reality. Not just a hobby, Ricciardo works closely with Munro and the team on all aspects of creating the wines shape, structure and flavour profile.

“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 palette 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. The collection captures Daniel’s character in the distinctive St Hugo style and represents Ricciardo and Munro’s joint values of passion and precision.

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

“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.”

In a bid to keep the entire campaign under wraps, filming for the video needed to take place in Daniel Ricciardo’s state of Western Australia, at Hyde Park. View the tongue-in-cheek results below.