Formula 1 drivers Daniel Ricciardo and Max Verstappen are both partaking in liquor activations involving Australian consumers this month. The first, Heineken’s Player 0.0, saw Australians compete in an F1 sim racing tournament for the chance to compete against Verstappen in the global final.
The second, taking place from today Friday 12 up until Sunday 14, will see Dan Murphy’s change the name and branding of its Alexandria store to Dan Ricciardo’s to coincide with the national launch of Ricciardo’s DR3 x St Hugo wine collection.
“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,” said Ricciardo.
“We share a name and a love of wine. It’s truly rewarding to share this journey with winemaker Pete (St Hugo Chief Winemaker, Peter Munro), and I’m excited to see our wines reach even more wine lovers across the country.”
Heineken’s Player 0.0 sim racing tournament took place on Wednesday 10 July at The Star’s Sydney Sports Bar. The Player 0.0 activation is designed to reinforce Heineken’s responsibility messaging of When you drive, never drink.
According to Heineken’s Country Manager Dino Bozzone, “Player 0.0 is part of Heineken’s commitment to delivering unique and memorable experiences to F1 enthusiasts, all while reinforcing the crucial message that ‘the best driver is the one who is not drinking.”
Luke Rochford from Melbourne won the Australian leg of the tournament and will represent Australia in the global final against Max Verstappen later this year.
This weekend’s ‘Dan Ricciardo’ activation marks the first time that the iconic 1950’s Dan Murphy’s logo and motif has been altered: “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.
To support the collaboration, every customer that purchases a DR3 x St Hugo wine this weekend will be entered into the running to win a bottle of Ric Red. 1,500 bottles will be made available online along with 500 in the Alexandria store.
Included in the DR3 x St Hugo range is the South Australian Cabernet Sauvignon 2021, South Australian Shiraz 2021, and the Ric Red by DR3. The Cabernet Sauvignon and the Shiraz retail for $80 while the red blend retails for $40.
“I am incredibly proud to see DR3 Wines out in the wild on shelf and available to share with so many Aussies,” said Ricciardo.
“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.”
