How a Kosher Wine Became a Hip-Hop Staple
on 02/02/15 at 2:27 pmBooze News
It’s not surprising Bartenura Moscato’s new slogan is Out of the Blue—that’s perhaps the best way to describe the OU-certified kosher wine’s transformation from Shabbat dinner staple to nightclub drink of choice. While it’s no secret that Moscato has “replaced Cristal champagne as the conspicuous consumption beverage du jour,” with stars like Drake and Lil Kim rapping about the stuff, Bartenura’s emergence as the Moscato of choice is hardly an accident.
VinePair has the history of the distinctive blue bottle’s unlikely rise to hip-hop fame (all without alienating their original consumer base). It’s a feat of savvy marketing, excellent timing, and, of course, Drake.
In 2005, Lil’ Kim first rapped about her preference for the sweet wine when she said “Still over in Brazil sippin Moscato/ you must’ve forgot though/ so I’m a take it back to the block yo … ” With the popularity of the song and Kim, demand for Moscato began. At the time, there weren’t a ton of Moscatos on the market, and Bartenura was perfectly positioned to become the go-to bottle. “We saw rappers were talking about Moscato and identified the opportunity,” says Buschbaum [Bartenura’s executive vice president of marketing], “we bit the bullet and decided to spend a fortune against marketing the product to fans of hip-hop, and the plan worked.”