If you listen to chart topping hip-hop it might seem like even those artists are struggling in this depressed economy. How else would you explain the latest trend of singing about sipping on Moscato D’Asti or Moscato for short. At around $10 a bottle this is a far cry from the days of rapping about drinking $100 dollar bottles of Couvoisier and Crystal. However, with songs from artists like Kanye West, Drake, and up-and-coming Wacka Flacka, Moscato appears to be the next hot thing. A quick peek at sales figures and you’ll receive confirmation of the new trend.
Sales of the sweet wine increased in the U.S. by 73 percent in 2011 and doubled before that, according to a Nielsen survey. SymphonyIRI, a leader in market research, reported that sales of Moscato hit $105.5 million in 2010. That’s up more than 30 percent from 2008. Yellow Tail Wines reported that they expect their sales of Moscato to increase from 475,000 cases in 2011 to 700,000 cases over the course of 2012.
Did you miss out on this new trend? Are you wondering why? Well, chances are, if you’re not female and/or aged 21-34 that is why. Market research on sales of Moscato estimate that females account for approximately 60 percent of all moscato drinkers and that upwards of about 46 percent of Moscato drinker are millennials (ages 21 to 34). But don’t let that stop you from trying this delicious new/old wine.
For the un-initiated, Moscato is produced from the Muscat grape. Hailing from the Asti Region in Italy, Moscato is traditionally served chilled with apple desserts, fresh berries, summer salads and other light fare. It is a wine characterized by its perfume-like fragrance, light-body and semi-sparkling spritzy nature. So, if you looking for a nice wine to compliment your meal on a warm spring, summer or fall evening, pick up a bottle of Moscato, chill, sip and feel young again.
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