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Pernod Ricard UK has launched a brand-new wine range, Greasy Fingers, designed to be paired with ‘deliciously greasy’ food such as gourmet burgers. The wine and spirits giant said its new brand aims to ‘challenge traditional boundaries of wine and food pairings by ripping up the rule book’, delivering two wines that have been crafted to provide an ideal pairing for gourmet fast food offerings. Greasy Fingers is launching with two varieties within its range. Greasy Fingers Luscious Red 2022 is described as a medium-bodied, fruit-forward blend of Shiraz and Grenache with flavours of cherry and strawberry as well as ‘soft, approachable’ tannins. Launching alongside this is the Greasy Fingers Big Buttery Chardonnay 2022, offering refreshing flavours of peach, vanilla and cinnamon spice with a buttery mouthfeel. The brand will be launching in Sainsbury’s, Morrisons and Asda from this month with a £10 RRP. It will also go live on Amazon and Ocado later this year. Pernod Ricard said that its target audience for Greasy Fingers is 25-44 year-olds who are sociable and seek out new experiences and cultures, with a preference for wine and craft beer, drinking mostly at home where they have a high frequency of ordering gourmet fast food and expect the same convenience from their wine choices. Lucy Bearman, wine and 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”. She added: “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.”