Now you can order a Daniel Ricciardo at select Merivale restaurants,following a deal between the and hospitality entrepreneur Justin Hemmes promoting his Ric Red wine.
Hospitality entrepreneur Justin Hemmes with Formula One driver Daniel Ricciardo at Totti’s restaurant.Edwina Pickles
“This is something that’s put a smile on my dad’s face because he grew up interested and passionate about wine,” Ricciardo says. “His parents made wine in their garage,but I used to call that vinegar.”
With Ric Red and his D3 wine collection Ricciardo has avoided balsamic comparisons by partnering with respected South Australian vineyard St Hugo in 2021,jumping on a bandwagon packed with celebrity sips.
“It’s definitely a nice little creative outlet for me,” Ricciardo says. “I love racing – it’s obviously my first passion – but I don’t want to be consumed by it every hour of every day. I always look to have a few little positive distractions in my life. Being creative is part of what keeps me going.”
Since Oscar-winner Casamigos for $US1 billion ($1.52 billion) in 2017,alcohol has joined fashion,beauty and watches as an essential in any star’s portfolio.
,chardonnay and pinot noir between herDisco andTension albums,Robbie followed up herBarbie success with Papa Salt gin this year and supermodel Kendall Jenner has 818 Tequila Blanco.
Kylie Minogue with her wine;Margot Robbie launched Papa Salt gin,featuring Australian botanicals this year;Kendall Jenner carrying a bottle of her 818 Tequila Blanco.Supplied,AP,Getty
For St Hugo,the obvious benefits of the partnership with Ricciardo are the driver’s fame and 8.9 million Instagram followers. For Ricciardo,the positives stretch far beyond his bank balance.
“Partnerships like these are an easy way for celebrities to monetise their fame and have people buy into their fame,but the type of alcohol says a lot about the celebrity,” says Adam Ferrier,consumer psychologist and founder of Tinkerbell agency. “The alcohol brand can help build their personal brand.”
“Margot Robbie and Papa Salt seems like a great fit. It’s distilled in Byron Bay and uses native ingredients which enhances her image as a laid-back Australian.”
However,not all celebrity and alcohol collaboration are as successful as Clooney’s billion dollar deal or the 2020 sale ofDeadpool actor Ryan Reynolds’ Aviator Gin for $US610 million. Olivia Newton John’s Koala Blue wine launched to mixed reviews in 2002,while few people recall Paris Hilton’s association with cans of Rich Prosseco.
“For celebrities it’s generally a safe bet because their fame is greater than the product,” Ferrier says. “If it doesn’t work,there’s little potential damage to their career.”
Celebrities may be safe but the proliferation of partnerships,from Sarah Jessica Parker’s Invivo X SJP Range of wines to Drake’s Virginia Black American Whiskey,may have damaged some consumer confidence along the way,
“The industry in Australia sees these more as gimmicks than serious quality brands,” says Dave Spanton,founder of AustralianBartender magazine and proprietor of Kings Cross bars Piccolo and.
“It’s a turn-off for people serious about their drinks and should be tasted with suspicion. In America,it works differently,as following the lives of celebrities is at fever pitch for millions of people,so anything they endorse is consumed in mass without any thought.”
But with his tannin-proof smile,Ricciardo doesn’t seem to be flustered.
“Look,I’m new to this,and I don’t expect to know everything,but they’ve allowed me to chase the experience I’m after,” says Ricciardo. “We’re making sure that no one is calling it vinegar.”
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