Pernod Ricard has unveiled a new wine brand designed to provide “the perfect match for gourmet fast food”.
The Greasy Fingers range would challenge “traditional boundaries of wine and food pairings” and was targeted at younger craft beer and wine drinkers with “a high frequency of ordering gourmet fast food at home”, Pernod Ricard said.
These consumers, it said, “like to try new products, tell others about their new finds and are willing to trade up for something exciting”.
Two variants – a Luscious Red made from shiraz and grenache, and a Big Buttery Chardonnay – were initially available.
The Luscious Red offered “luscious cherry and strawberry flavours” and “soft, approachable tannins”, according to Pernod Ricard. The Big Buttery Chardonnay, meanwhile, boasted “refreshing flavours of peach, vanilla and cinnamon spice” and “a buttery mouthfeel”.
Both have rolled into Sainsbury’s, Asda, and Morrisons stores, with Amazon and Ocado launches to follow later this year (rsp: £10/75cl).
The wine category was “ripe for disruption”, according to Lucy Bearman, wine and champagne portfolio director at Pernod Ricard UK.
“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,” she said. “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.”
“We want to show consumers that wine can be enjoyed however you fancy.”
Alongside Greasy Fingers, Pernod Ricard’s UK wine portfolio includes the Campo Viejo, Brancott Estate and Stoneleigh brands.
Greasy Fingers would complement these brands, offering “a disruptive proposition” that could “re-engage and recruit a young adult shopper” at a time when the number of wine drinkers under the age of 34 was falling, Pernod Ricard said.
Earlier this year, Concha y Toro brought out its own disruptive new wine brand, Joy.
The four-strong Joy range was designed to bring a “vibrant and sassy alternative” to mainstream wine offerings in grocery, the Chilean winemaker said.
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