Brands, Sponsorship 1 min read

Daniel Ricciardo Announces Partnership With Dan Murphy’s


Formula 1 star Daniel Ricciardo has unveiled his own line of wines, DR3 Wines, in collaboration with Dan Murphy’s and St Hugo Wines, a renowned winery based in South Australia’s Barossa Valley.

The creative advertisement, produced by independent agency Emotive, and was shared across Riccardo’s social media channels on Tuesday.

In the video, Ricciardo humorously rebrands a Dan Murphy’s store as “Dan Ricciardo’s,” complete with a playful logo featuring his own face.

The partnership with St Hugo Wines began in 2021 when Ricciardo launched DR3, named after his initials and his Formula 1 car number. In 2022, the collaboration expanded to include a unique shoe-shaped decanter, reflecting Ricciardo’s signature champagne-drinking style, famously known as the “shoey.” This glassware, which took 100 hours to design, is priced at $700 each.

While Ricciardo’s future in racing remains uncertain, with his contract at VCARB set to expire at the end of 2024 and no extension announced, his ventures outside the track continue to thrive.

The DR3 Wines partnership with Dan Murphy’s signifies his expanding footprint in the business world, bringing a blend of sportsmanship and creativity to wine enthusiasts across Australia.

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