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.”
The brand is launching two varieties this month in supermarkets Sainsbury’s, Morrisons and Asda with a £10 RRP, to be followed by online platforms Amazon and Ocado later this year.
Greasy Fingers Luscious Red 2022 is ‘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.’
Targeting 25-44 year olds
With the wine category struggling to attract younger drinkers, Pernod Ricard sees the opportunity to re-engage and recruit a young adult shopper into the category.
“The target audience for Greasy Fingers is 25–44-year-olds who are sociable and seek out new experiences and cultures,” it says.
“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.”
Pernod Ricard UK reports 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 (Nielsen).
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.”