Greasy Fingers targets food-lovers with two bold wines expertly crafted to cut through and complement deliciously greasy food, the perfect pairing for dishes such as gourmet burgers
Pernod Ricard UK is disrupting the wine category with the launch of a brand-new wine range, Greasy Fingers, which challenges traditional boundaries of wine and food pairings by ripping up the rule book and delivering two, bold wines, expertly crafted to cut through greasy food and provide the perfect match for gourmet fast food.
Greasy Fingers is a wine for moments of pure indulgence with friends and the brand is launching with two varieties within its range. First up is Greasy Fingers Luscious Red 2022, a medium-bodied, fruit-forward blend of Shiraz and Grenache, with luscious cherry and strawberry flavours, as well as soft, approachable tannins. Second in the line-up is Greasy Fingers Big Buttery Chardonnay 2022, which boasts refreshing flavours of peach, vanilla and cinnamon spice with a buttery mouthfeel.
Launching in Sainsbury’s, Morrisons and Asda from this month with a £10 RRP, the brand will also be going live on Amazon and Ocado later this year. The launch comes at a time when Pernod Ricard UK has driven positive value share results in the Off-Trade for its top three wine brands, Campo Viejo, Brancott Estate and Stoneleigh, with all three brands delivering value share growth in the last 12 weeks[1]. Greasy Fingers complements the wider Pernod Ricard UK 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[2].
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[3]. 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.”
The target audience for Greasy Fingers is 25–44-year-olds who are sociable and seek out new experiences and cultures. They prefer wine and craft beer, drink mostly at home with close friends, like to try new products, tell others about their new finds and are willing to trade up for something exciting. They also have a high frequency of ordering gourmet fast food at home and expect the same convenience when making their wine choice.
Greasy Fingers launches in Sainsbury’s, Asda, Morrisons from this month and goes live on Amazon and Ocado later this year. RRP £10.
[1] Neilsen Total Coverage Period Ending 09.09.23
[2] Key trends for wine in 2023 and beyond – IWSR
[3] Pernod Ricard UK Maestria 2023
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