Today, Australian motorsport legend Daniel Ricciardo launched a unique wine takeover, renaming the Dan Murphy’s store in Alexandria to ‘Dan Ricciardo’s’ to celebrate his latest wine collection.
From Friday, July 12 to Sunday, July 14, the Alexandria store will showcase Dan Ricciardo’s branding, featuring his face in place of the classic 1950s Dan Murphy motif.
The new DR3 x St Hugo wine collection will be available for sampling at the store throughout the weekend, along with curated wine tastings and exclusive merchandise.
“I am incredibly proud to see DR3 wines out in the wild on shelf and available to share with so many Aussies,” Ricciardo said. “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.”
Ricciardo teased the campaign earlier this week with a playful social media video filmed in Hyde Park, Western Australia, to keep the launch under wraps.
St Hugo Chief Winemaker Peter Munro, who collaborated with Ricciardo on 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 includes 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 expressed excitement about the partnership, saying, “This is such an amazing opportunity to have an Australian sporting legend take part in an entire Dan’s store takeover in Alexandria. Dan Ricciardo’s energy, commitment to wine quality, and being a crowd favorite are qualities our own Dan Murphy prided himself on. Both Dan’s share a passion for wine – it’s in their DNA.”
“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 DR3 wine range is now available at Dan Murphy’s stores nationwide, with 1,500 bottles of Ric Red available online to My Dan’s members and an additional 500 bottles in-store at Alexandria.
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