“Still over in Brazil, Sipping Moscato”
- Lil’ Kim
“Lobster and shrimp and a glass of Moscato”
- Drake
A few weeks ago, one of my friends posted the following status update on Facebook: Mmmmmmmmoscato!
Simple. To the point. Accurate?
For me, it certainly is. It should come as no surprise that I enjoy a bottle of Moscato on occasion. And while I tend to focus on more “sophisticated” dessert wines when I’m in the mood for something sweet, there’s nothing quite like a glass of Moscato on a warm summer evening when you’re sitting outside with your friends after a particularly satisfying meal. It’s one of life’s simple pleasures.
Apparently, I’m not the only one who feels this way. Rappers and hip-hop artists have fueled a huge spike in demand among US consumers for this unassuming, fairly sweet and lightly sparking libation from Italy. Moscato’s popularity is surging so strongly among Millennial consumers that world-famous Tuscan wine producer Ruffino, a subsidiary of Constellation Brands, Inc., has decided to make a move into the Moscato market. Ruffino’s own marketing research notes a 178 percent increase in volume of production during the 12-month period ending November 27, 2011, together with a sales increase of 89.5 percent over that same period. Its own offering will carry a retail price of $15 and should be available this month.
So what exactly makes Moscato so special and is it just a passing fad? Read the rest of this entry »