To celebrate the launch of DR3 x St Hugo wines into Dan Murphy’s nationwide, Formula 1 legend, Daniel Ricciardo and award-winning winery, St Hugo debuted the greatest wine takeover in history, via an integrated campaign.

The campaign, that launched across social and digital channels as well as through PR, sees content created by Emotive of the F1 driver taking over Dan Murphy’s and renaming it Dan Ricciardo’s. See the tongue-in-cheek content here.

This weekend only – from Friday, 12 July to Sunday to 14 July – the content will extend in real life as a ‘Dan Ricciardo’s’ store in Alexandria stands tall with Dan Ricciardo’s face and notable cheeky grin replacing the original iconic 1950s Dan Murphy motif.

Daniel Ricciardo comments: “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.”

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.

Eric Thomson, Global Marketing Director at Pernod Ricard adds: “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.”

Simon Joyce, CEO, Emotive comments: “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.”

The partnership between Daniel Ricciardo and St Hugo was first established in 2020 and sees Daniel’s life-long passion for wine turn into a winemaking reality. Not just a personal passion, 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.

Dan Murphy’s Managing Director Agnieszka Pfeiffer-Smith adds: “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.”

In a bid to keep the entire campaign under wraps, filming for the campaign video took place in Daniel Ricciardo’s state of Western Australia, at Hyde Park.

Daniel Ricciardo’s lucky number has been an integrating force within the campaign, including the three day exclusive Dan Ricciardo’s store takeover and a three-day promotion at Dan Murphy’s. 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.