St Hugo and Daniel Ricciardo have launched a new campaign to celebrate the launch of the new DR3 wines into Dan Murphy’s stores nationwide.

The integrated campaign was developed by creative agency Emotive, with content depicting the Australian Formula 1 driver taking over Dan Murphy’s and renaming it Dan Ricciardo’s. The campaign launched across social and digital channels as well as through PR.

From Friday, 12 July to Sunday, 14 July, a 'Dan Ricciardo’s' store in Alexandria will feature Ricciardo’s face and his notable cheeky grin replacing the original iconic 1950s Dan Murphy motif. The campaign aims to drive excitement in the fine wine category and engage with a new-age wine consumer that isn’t afraid to break conventions.

"As we move into the next phase of our DR3 x St Hugo collaboration, we saw an opportunity to utilise the launch into retail as a way to drive excitement and recruitment in the fine wine category. We were looking for a big idea to drive talkability and conveniently Dan Ricciardo and Dan Murphy just happen to share a first name," said Global Marketing Director at Pernod Ricard, Eric Thomson.

"Like us, Pernod Ricard share a belief that creativity has the power to drive commercial outcomes. This campaign heroes some of our favourite Australian icons and celebrates the truth that the best advertising doesn’t always look like advertising - with long-form storytelling playing out across social, earned and a live brand experience, all working together to generate more attention and talkability than a pure paid media approach could achieve," said CEO, Emotive, Simon Joyce.

The partnership between Daniel Ricciardo and St Hugo was first established in 2020. Ricciardo works closely with St Hugo’s Chief Winemaker, Peter Munro, and the team on all aspects of creating the wine’s shape, structure and flavour profile. Filming for the campaign video took place in Daniel Ricciardo’s state of Western Australia, at Hyde Park.

Over the next three days, 1,500 bottles of Ric Red will be up for grabs for all My Dan’s members online and 500 bottles in store at Alexandria, with any purchase of DR3 x St Hugo.

"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. 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," said Dan Murphy’s Managing Director Agnieszka Pfeiffer-Smith.

"I don't know what was cooler, seeing the wine on the shelf or seeing my face all over the store front! In all seriousness having DR3 on the shelf is special, there is so much work that goes into each vintage, you just want to share that with as many people as you can. Knowing that DR3 is now available in Dan Murphy’s, it's a big milestone for myself and the DR3 Wines team," said Ricciardo.