Pernod Ricard unveils new wine range to complement fast food
Pernod Ricard UK has launched a new wine range, called Greasy Fingers.
The wine is intended to “challenge traditional boundaries of wine and food pairings” with two wines specifically designed to cut through greasy food. The first two wines in the range are Greasy Fingers Luscious Red 2022, a “medium-bodied, fruit-forward” blend of Shiraz and Grenache; and Greasy Fingers Big Buttery Chardonnay 2022.
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.”
