Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
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panies have launched moscato-flavored products, including Seagram's Grape Moscato Vodka and Exclusiv Vodka's Moscato Rosé Extra, a blend of flavored vodka and pink moscato wine. Growing Still? P urists may associate moscato with northern Italy: for example, the well-known Italian brand Martini launched Martini Moscato d'Asti ($14.99 suggested retail) in the U.S. in mid- 2011. Originating in the Asti area in the Piedmont region of northern Italy, Martini Moscato d'Asti is made from 100% moscato bianco Besides Sutter Home, Trinchero Family Estates has also brought out grapes and carries the respected moscatos under several of its other wine brands. D.O.C.G. classification. It features the well-known Moscato d'Asti profile of a lightly and Argentina. Because moscato tends to be less terroireffervescent, slighty sweet, low alcohol (5% abv) refresh- driven than other varietals, consumers don't seem to ingly aromatic and crisp wine that is appropriate for mind or even notice when a famliar brand starts sourcing grapes from elsewhere. consuming in a variety of occasions. Zonin's Sutter Home sources most of its Still, the current American market is domiCastello del moscato from California, but nated by homegrown brands. While imports, Poggio Moscato is a top-selling has also gone to South America especially Moscato d'Asti, are generally able to Italian moscato. for additional supply. command slightly higher prices than domestic "We have very vocal conmoscato, most of today's young moscato sumers and when we make a change, we hear drinkers seem to be more drawn to a moderate from them," says Nyberg. "If it was a problem, price point than the wine's origin. One excepour consumers would have told us." tion is Zonin's Castello del She and other marketers like to recommend Poggio Moscato, currently the to retailers that they get their moscato off the best-selling Italian moscato in shelves and on the store floor. Secondary placethe country and consistently ment is key, as is keeping a selection of listed as one of the most moscatos in the cold box, given that many white searched wines on Snooth. wine buyers go straight for it, ignoring the Another is California's St. shelves altogether. Offering different sizes and Supéry, whose Napa Valley packaging options, from Tetra Paks to 1.5-liter Estate Moscato retails for a bottles to six packs of half bottles is another way steep $25. to move moscato. It's the quintessential picnic As the category continues to grow, large American brands have wine, after all, so why not sell it in a portable format? The exponential growth of moscato sales has slowed, been forced to start looking beyond U.S. borders for supply – namely, Chile but is in no way projected to stop. And, while the premiumization of the category is unlikely, there appears to be SIP is a new premium Californiamuch more room for new brands and variations. made above-premium-priced Moscato ($14.99 suggested retail), "America's interest in moscato continues to grow," says which boasts no added residual Gallo. "I believe moscato will maintain its popularity, parsugar. Marketed by Sonoma-based ticularly because of the demographic driving its growth. Vintage Point, the brand is beginMillennials are the future of the wine category." I ning national rollout this month. 34 • Beverage Dynamics • www.beveragedynamics.com • January/February 2013