Pernod Ricard seeks ‘burger sommelier’

Pernod Ricard UK is searching for a “burger sommelier” to help promote the launch of Greasy Fingers, a new wine range that the company claims will “provide the perfect match for gourmet fast food”.

When we think of great food and wine pairings, we tend to veer towards the more luxurious, premium end of the spectrum: Sauternes with foie gras, Champagne and caviar, Barolo and black truffles. However, a good pairing relies on the wine elevating the food and vice versa, it does not necessarily need to be expensive or rare.

Greasy Fingers is, as the name suggests, not designed to be a wine for fine dining but, according to Pernod Ricard UK, “for moments of pure indulgence with friends”.

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.”

So far, two wines have been announced. Greasy Fingers Luscious Red 2022 is a Grenache and Shiraz blend, and there is also the single varietal Greasy Fingers Big Buttery Chardonnay 2022 (db has asked about the origin of the grapes used in the wine).

The wines, which have an RRP of £10, will be available from Sainsbury’s, Morrisons and Asda this month, and Ocado and Amazon by the end of the year.

To mark the launch of the Greasy Fingers range, Pernod Ricard UK is seeking a “burger sommelier” – someone who can describe their ideal burger as if they were pushing a fine wine in a restaurant. Entrants will be judged on their ideas regarding burger composition and construction by a panel including London food influencers TopJaw and chef Nick Watkins.

The winner will then have the opportunity to create two signature burger recipes to pair with the Greasy Fingers range, these burgers will then be made available to the general public at various burger restaurants on Uber Eats.

Then, if they have not had enough of patties sandwiched between buns, the victor will receive the spoils of a year’s supply of Greasy Fingers and burgers.

Bearman said: “We’re so excited to have enlisted the help of top experts in choosing our winner and can’t wait to taste the burger recipes that our new burger sommelier creates.”

Applicants are asked to be aged 25 or above and demonstrate a “non-pretentious penchant for wine”.

From the Sideways pairing of Château Cheval Blanc with a burger & onion rings to Madonna’s penchant for Krug with French fries, fast food can also go well with fine wine. Click here to find out more.