Pernod Ricard, the owner of alcohol brands such as Jacob’s Creek and Campo Viejo, has unveiled a new wine range in the UK, designed to complement gourmet fast food to re-engage a younger generation of shopper.
The French alcohol company aims for the range, entitled ‘Greasy Fingers’, to “challenge traditional boundaries of wine and food pairings”.
Encompassing two wines – Luscious Red and Big Buttery Chardonnay – the new range looks to target young adult shoppers, amid the decreasing number of wine drinkers under the age of 34.
Launching in Sainsbury’s, Morrisons and Asda, Pernod Ricard’s new brand will also be listed with online retailers later this year, such as Amazon and Ocado.
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Pernod Ricard UK wine and champagne portfolio director Lucy Bearman 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.”
Bearman said the range proved that wine and food matching “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.”
Greasy Fingers is the latest new launch for Pernod Ricard, which earlier this year teamed up with Coca-Cola to debut an Absolut Vodka and Sprite ready-to-drink pre-mixed cocktail.
