News

Formula 1 star Daniel Ricciardo ‘takes over’ Dan Murphy’s in new partnership

Daniel Ricciardo has reintroduced his own line of wines through a partnership with Dan Murphy’s, in a new advertisement via independent creative agency Emotive.

The Formula 1 star teamed up with Barossa Valley-based St Hugo Wines to create DR3 Wines. The range is stocked at Dan Murphy’s stores across Australia and includes a Cabernet Sauvignon and a Shiraz.

The sporting legend announced the collaboration on social media on Tuesday, unveiling a light-hearted new advertisement where he takes over a whole Dan Murphy’s store.

In the video, Ricciardo humorously reinvents the store as his own, rebranding it as ‘Dan Ricciardo’s.’ The mock takeover also includes updating the famous logo with his own face.

Ricciardo’s partnership with St Hugo Wines blossomed in 2021 when he launched DR3 – a range of wines named after his initials and Formula 1 car number.

The 35-year-old, known for drinking champagne ‘shoey style’ during his celebrations also released a shoe-shaped decanter with the South Australian winery in 2022. The unique glassware, which took 100 hours to design, retails for $700 each.

Riccardo’s racing plans currently remain uncertain. It was recently announced that the Aussie driver is out of contract at VCARB at the end of 2024, and the team have not announced any extension for him into 2025 and beyond.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.