Pernod Ricard Challenges Traditional Wine and Food Pairings With New Launch

Drinks giant Pernod Ricard is launching a new range aimed at challenging the traditional boundaries of wine and food pairings, designed to match gourmet fast food rather than fine dining.

The new brand, titled Greasy Fingers, offers up two bold new wines, each crafted to cut through greasy food and as such pair more with fast food dining than your traditional dining experience.

The first, Luscious Red 2022, is a medium-bodied blend of Shiraz and Grenache, described as carrying flavours of cherry and strawberry as well as approachable tannins. The second bottle is the Greasy Fingers Big Buttery Chardonnay 2022, with peach, vanilla and cinnamon spice flavours and, as per its name, a buttery feel to it.

The new range is launching in Sainsbury's, Morrisons and Asda stores around the UK this November and is aimed at reengaging a younger to middle aged demographic, the sociable 25-44 year-olds who are often drinking wine at home and have regular fast food take aways. This age group is one that has seen a declining number of drinkers over the past several years - one that Pernod Ricard is looking to connect with once more.

Lucy Bearman, wine & Champagne portfolio director at Pernod Ricard UK, said of the new Greasy Fingers range, "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."

This new launch sits well within the trend of democratising wine, as identified in last year's Annual Trend Foresight Digital Book 2023/24, issues to tfp trendhub subscribers at our annual Food & Beverage Trend Summit. Join us for this month's Trend Summit for free, here.