The UK division of Pernod Ricard has unveiled two wine NPD initiatives in the market, including an addition to its branded portfolio.
Greasy Fingers comprises two varietals, Luscious Red 2022, which is a Grenache/Shiraz blend, and Big Buttery Chardonnay 2022. Aimed at 25-to-44-year-old wine drinkers, the pair have been designed to be consumed with “greasy food” such as gourmet burgers, according to Pernod Ricard UK.
Carrying an SRP of GBP10 [US$12.40] each, both are rolling out in the off-premise channel this month through multiple retailers Asda, Morrisons and Sainsbury’s. Consumers in the country can also buy Greasy Fingers for home delivery through Amazon and Ocado.
Also this month, the Winemakers’ Blend SKU from Spanish Rioja brand Campo Viejo will go on sale in bag-in-box format. The 1.5-litre pack, equivalent to two glass bottles, remains fresh for 30 days and will retail in the UK at GBP15 in Sainsbury’s and via Amazon.
“As the first bag-in-box in our wine portfolio, it felt right to launch with our lead brand and the UK’s favourite Spanish wine,” said UK wine & Champagne portfolio director Lucy Bearman. “As the favourite format in the Nordic market, with over 50% of the wine category sold as BIB, we have some convincing to do on our home turf. Our role as a leading wine brand in the market is to drive awareness of how this format ticks all the right boxes.”
As well as Campo Viejo and Greasy Fingers, Pernod Ricard also owns the Brancott Estate, Jacob’s Creek and Kenwood Vineyards wine brands. In September, a report out of Australia claimed the group is preparing a strategic review of its wine businesses in Australia and New Zealand, prompting Pernod Ricard to note “its potential divestment” of the Australasian wine operations.
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