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No. Dan Murphy’s did not permanently change its name: its Alexandria store in Sydney was temporarily branded “Dan Ricciardo’s” from 12 to 14 July 2024 to mark the national retail launch of Daniel Ricciardo’s DR3 x St Hugo wines. The related member promotion ran only from 10 to 14 July 2024 and has ended.
What happened at the Alexandria store?
For the weekend of 12–14 July 2024, Dan Murphy’s staged a temporary takeover of its Alexandria store in Sydney, giving it the “Dan Ricciardo’s” branding. The activation celebrated the national retail launch of the DR3 x St Hugo wine range; it was a promotional event, not a corporate or permanent store-name change. Dan Murphy’s described the takeover and wines, while PerthNow reported the announcement on 10 July 2024.
The event included tastings. Daniel Ricciardo was the public face and wine collaborator, working with St Hugo chief winemaker Peter Munro. Dan Murphy’s managing director Agnieszka Pfeiffer-Smith also commented on the store activation.
Which wines were part of the launch?
The contemporaneous launch coverage named three wines:
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- DR3 x St Hugo South Australian Cabernet Sauvignon 2021 — a Cabernet Sauvignon.
- DR3 x St Hugo South Australian Shiraz 2021 — a Shiraz.
- Ric Red by DR3 — described in the launch report as a red blend.
The names and vintages are those reported for the 2024 launch; they do not establish today’s lineup or stock. St Hugo’s collaboration page describes the DR3 partnership and range.
What was the Ric Red member offer?
During the 10–14 July 2024 offer period, eligible My Dan’s members purchasing DR3 x St Hugo wine could receive a Ric Red bottle while campaign allocations lasted. AdNews reported allocations of 1,500 bottles online and 500 at the Alexandria store. Those figures describe the campaign’s allocated bottles, not the number sold or a measure of market demand.
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The offer is over. Dan Murphy’s listing explicitly marks the 2024 promotion as ended; it should not be treated as redeemable now. Current availability of the wines is not established by the launch coverage.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Why was it called “Dan Ricciardo’s”?
The name was a wordplay-led part of a short marketing activation linking the retailer’s name with Ricciardo’s name and the new wine collaboration. It was a temporary way to draw attention to the launch at one Sydney store, not evidence that Dan Murphy’s changed its wider brand or permanent store identity.
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