Stateways Jan-Feb 2013

StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions

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Page 23 of 35

Moscato Madness The varietal's exponential growth in the U.S. market has proven to be more than just a fad. By Chantal Martineau hen hip hop stars started singing and rapping about moscato, no one was more surprised about it than the wine industry. Even more of a shock came with the news that moscato sales had climbed more than 70% in 2011, according to Nielsen data, on top of 100% growth in 2010, representing a leap from $100 million in sales in 2009 to some $300 million just two years later. Today, the moscato category is a whopping 10 million cases strong and still growing. Indeed, it now represents just under 4% of varietal wine sales in the U.S. The trend has brands and marketers wondering, just what is driving this unprecedented boom? "This is a crazy one," says Tom Steffanci, president of W.J. Deutsch & Sons, the New York company that imports Yellow Tail. "I've been in the alcohol beverage business for over 20 years and I've never seen a category like this in beer, wine or spirits." Yellow Tail got into the moscato game a little later than it would have preferred, only adding the varietal to its line last year. The brand was forced to hold off on rolling out moscato in order to launch with the supply PHOTO COURTESY OF MARTINI MOSCATO D'ASTI W Drinks made with Martini Moscato d'Asti. 24 StateWays I I January/February 2013

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