Pernod Ricard UK launches ‘Greasy Fingers’ wine range
Pernod Ricard is taking on one of the wine industry’s largest challenges – the need to attract younger consumers against a competitive backdrop of rival drinks such as hard seltzers and craft beer – with the launch of its Greasy Fingers wine range.
The range targets 25-44 year olds who are sociable and seeking out new experiences and cultures. It is designed to match gourmet fast food and offer a ‘simple yet hugely effective pairing’ for burgers or takeaways.
Launching in the UK, Greasy Fingers “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.”
