B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • State of Origin
  • WPP
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • imaa
  • AFL
  • Anthony Albanese
  • AI
  • Spotlight on Sponsors
  • Foxtel
  • Meta
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Daniel Ricciardo Releases Decanter In The Shape Of Famous “Shoey” Racing Boot
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Daniel Ricciardo Releases Decanter In The Shape Of Famous “Shoey” Racing Boot
AdvertisingCampaigns

Daniel Ricciardo Releases Decanter In The Shape Of Famous “Shoey” Racing Boot

Staff Writers
Published on: 6th April 2022 at 12:08 PM
Edited by Staff Writers
Share
4 Min Read
SHARE

Is there a better way to celebrate the launch of Daniel Ricciardo’s latest DR3 fine wine collab with St Hugo, than with a handcrafted glass Decanter inspired by his famous trademark podium celebration. Probably not.

The limited edition “Ricciardo Decanter” is modelled precisely on one of Ricciardo’s actual racing boots, and was unveiled to the press on Monday in the lead up to this year’s Formula 1 Australian Grand Prix in Melbourne.

With just 1,100 made, the limited edition Decanters will be sold for $700 a piece alongside the new 2018 Cabernet Sauvignon and 2020 Shiraz wines from Ricciardo’s and St Hugo’s critically acclaimed DR3 brand on the official website.

The decanter was made by industrial designer Andrew Simpson and his team at Vert. Digital sculpting techniques were used to ensure every facet of Ricciardo’s racing boot was rendered in meticulous detail, followed by multiple rounds of prototypes to translate and refine the shoe profile from on-screen to in-hand.

The decanters, which hold one bottle of DR3 wine, are designed to deliver an exceptional experience by ensuring the optimal release of the wine’s flavours and aromas.

In fact, the decanter was painstakingly hand-blown and moulded by Australia’s leading glass artists Canberra Glassworks, with each item requiring five artists to work simultaneously to create the unique form.

Taking inspiration from sneaker drops, the launch of the decanter and two new DR3 fine wines were teased through Ricciardo’s social channels alongside a comprehensive PR outreach program.

“I’m so proud and overwhelmed by the reaction we had for the launch of DR3 x St Hugo. When St Hugo approached me with the idea of creating a piece to showcase our wines at their best, I was excited to see the creative inspiration, and so the Ricciardo Decanter was born,” said Ricciardo.

Pernod Ricard’s head of fine wine, Celest Kenny, said the follow-up year for DR3 was all about getting its namesake star more involved in the process.

“[Ricciardo] and Peter [chief winemaker] conducted extensive blending sessions online and of course the Decanter is as Daniel as you can get!  Fans have been asking for this since day 1, so it’s incredible to finally see it become a reality,” said Kenny.

Emotive’s creative director, Ben Clare, added “Sequels are a tough act. Last year’s DR3 release was a massive success, so we needed to step it up a gear this time around. Judging by the public’s response, I’d say Christmas has come 8 months early for a lot of people. It’s been a great collaboration with St Hugo and the teams at Vert and Canberra Glassworks.”

DR3 represents a partnership between Daniel Ricciardo and St Hugo. DR3 is a passion project for Ricciardo, so close collaboration was required on every element of the brand from the ground up.

Pernod Ricard and Emotive have worked together since 2020 on DR3, with the launch being one of the most successful in St Hugo’s history.

Credits

Pernod Riccard/St Hugo Marketing Team

Eric Thomson: Global Marketing Director

Head of Fine Wine: Celest Kenny

Senior Brand Manager: Karlee Fancourt

Assistant Brand Manager: Maddie Gold

Creative: Emotive

CEO & Founder: Simon Joyce

Head of Strategy and Managing Partner: Michael Hogg

Group Creative Director: Ben Clare

Business Director: Monika Vidovic

Strategy Director: Anna-Claire Clendon

Copywriter: Avi Azouz

Senior Producer: Madeline Levins

Production Company: Annatic

Producer: Matt Page

Director’s: Matt Page & James Copson

Director of Photography: James Stier

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Daniel Ricciardo, St Hugo
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Patrick Rowe, Mandie Van Der Merwe, Avish Gordhan.
Agency Scorecard: Saatchi & Saatchi
15/07/2025
SCA Chief Content Officer Dave Cameron To Depart After 30 Years
15/07/2025
Harley-Davidson Rallies Riders For Inaugural ‘United We Ride’ Fundraiser Via The Salvation Army
15/07/2025
Agency Scorecard: Nunn Media
15/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?