Hip-hop help sees Moscato sales soar
on 03/01/12 at 4:15 pmWine
Breaking out of its after-dinner niche, US Moscato sales grew more than 80% for the 52 weeks ending 12 November, according to Nielsen.
“The last thing I can remember that shot out of the cork like that was Pinot Noir after the film Sideways,” said Danny Brager, vice president of Nielsen’s beverage and alcohol division.
“But the pop-culture inspired growth in Pinot Noir has been eclipsed by the rise of Moscato,” Brager added.
A year-on-year comparison shows sales of Moscato in America topping US$300 million for 2011, more than triple what they were for 2009.
With an average price of less than US$10 per bottle, the variety now accounts for around 3% of total table wine sales in the US, up from 1% in 2009.