Passion. Power. Precision.

Daniel Ricciardo needs little introduction. He’s a big character on the Formula 1 stage known for his outgoing personality and forever smiling face.

Away from the F1 track he has a huge passion for wine. So when the opportunity arose to collaborate with the St Hugo brand on a limited edition fine wine he was more than excited. The feeling among the St Hugo winemaking team was mutual.

Under the careful guidance of St Hugo Chief Winemaker, Peter Munro, Ricciardo takes a hands-on approach to blending the DR3 South Australian Shiraz and Coonawarra Cabernet Sauvignon.

“I’m so proud and overwhelmed by the reaction we had for the launch of DR3 x St Hugo.”  

Daniel Ricciardo

Our design thinking for the second release centres around Ricciardo and St Hugo’s shared values of Passion, Power and Precision. Ricciardo’s trademark racing number 3 is executed with a speed blur inspired by the graphic language of Formula 1 photography. The screen print to bottle brings memory of the tactility of the Formula 1 world. The idea extends to the luxury gift box, which reveals the speed blur lines as the it slides open.

With the current Cabernet Sauvignon release speeding off the shelf in just seven days, each new vintage is hotly anticipated. We have again taken inspiration from Formula 1 and Daniel to innovate the design within the frame of the iconic number 3 for the 2023 release.

Ricciardo’s personality shines through in the limited edition decanter that pairs with the DR3 release. Shaped like Ricciardo’s racing shoe, it’s a playful reference to his podium finish tradition of celebrating with a shoey.

“The DR3 design strikes a balance between Daniel's personality, Formula 1 power and St Hugo precision. The release was an instant success, recruiting a new, younger audience to the brand and establishing desire for a collectible series for years to come.”
Max Harkness, Creative Director