Dan Murphy’s Alexandria to rebrand to Dan Ricciardo’s as part of new campaign via Emotive

July 11, 2024 9:27

A Dan Murphy’s store in Sydney’s Alexandria will be taken over this weekend by Formula 1 star Daniel Ricciardo, following the launch of a tongue-in-cheek campaign promoting his new wine range, via indie agency Emotive.

To celebrate the launch of DR3 x St Hugo wines, an integrated campaign launched earlier this week, playfully showing Ricciardo taking over Dan Murphy’s and renaming it, but now, the campaign is extending into real life.

Hoping to drive excitement in the fine wine category, the campaign is aiming to engage with new-age wine consumers and break down conventions.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.