Pernod Ricard UK is launching a new wine range called Greasy Fingers, which it claims “challenges traditional boundaries of wine and food pairings”.
The two wines – Luscious Red and Big Buttery Chardonnay – have been crafted to cut through greasy food and provide the ideal match for gourmet fast food.
Launching in Sainsbury’s, Morrisons and Asda from this month with a £10 RRP, the brand will also be listed on Amazon and Ocado later this year.
Pernod Ricard UK stated that the Greasy Fingers range complements its wider wine portfolio with a disruptive proposition that aims to re-engage and recruit a young adult shopper into the category at a time when the number of wine drinkers under the age of 34 is reducing.
Lucy Bearman, Wine & Champagne Portfolio Director at Pernod Ricard UK, said: “The wine category is ripe for disruption, and Greasy Fingers goes back to the heartland of wine by pairing it with food in a way that breaks the traditional conventions of the category.
“Over half of wine-drinking occasions feature a meal, with treating and indulging over indexing compared to other alcohol. We believe passionately in a wine and food match made in heaven, but it doesn’t need to come with a white tablecloth and a qualification. This simple yet hugely effective pairing is about whipping up some burgers for friends to eat together at the weekend or indulging in a mid-week takeaway and putting your feet up, whilst enjoying a bold and unpretentious glass of wine. We want to show consumers that wine can be enjoyed, however you fancy.”
