Today, Australian motorsport legend Daniel Ricciardo has unveiled a one-of-a-kind wine takeover, renaming the Dan Murphy’s store in Alexandria ‘Dan Ricciardo’s’ to celebrate the launch of his latest wine collection.
Throughout the weekend of Friday 12 July to Sunday 14 July, the Alexandria store will display Dan Ricciardo’s branding, with his face replacing the classic 1950s Dan Murphy motif.
The new DR3 x St Hugo wine collection will be available to sample at the store from Friday to Sunday, with curated wine tastings and exclusive merchandise on offer.
Speaking about the innovative product launch, 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 and I’m excited to see our wines reach even more wine lovers across the country.”
Earlier this week, Riccardio announced the campaign through a tongue in cheek social media video teasing his upcoming takeover, with filming taking place in Hyde Park, Western Australia, to keep the campaign under wraps.
St Hugo Chief Winemaker Peter Munro, who has worked in close collaboration with Riccardio to craft the DR3 wine range, said: “Working with Daniel is an absolute pleasure.
“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.”
The new wine collection comprises DR3 x St Hugo South Australian Cabernet Sauvignon 2021, DR3 x St Hugo South Australian Shiraz 2021 and Ric Red by DR3, an approachable red blend.
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 is 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,” she concluded.
The range is now available across Dan Murphy’s stores nationwide, with 1,500 bottles of Ric Red made available to My Dan’s members online and a further 500 bottles in-store at Alexandria.
