The Hip Hop Effect: Sales of Moscato up 73% in the US

Moscato is due to be one of the biggest trends of 2011. The sweet white wine has seensales increase of over 73% in the US after being championed by the rap fraternity.
 According to The Times, the wine is a huge cultural phenomenon in the hip-hop world with rappers such as Kayne West, Drake and Lil’ Kim all referencing the wine in their songs, “Lobster and shrimp/ and a glass of Moscato/ for the girl who’s a student and her friend who’s a model” sings Drake in his hit Do It Now.

Consumers are reacting positively to these mentions with The Huffington Post commenting – “Those prompted by songs and videos to seek out the wine found it low priced, low in alcohol, and with enough fizz to give a sense of occasion and celebration. It’s a fascinating debate as to whether Moscato traditions are being distorted by hip hop music.

Award winning Californian brand Barefoot Wine’s Moscato is already a household name in the states, only launched in the UK last year it has been awarded 97 points and a Platinum Award from the 2010 Consumer Wine Awards. Barefoot Wine Moscato has a RRP of £6.49 and is available at Tesco,Sainsbury, Asda, Morrisons, Waitrose, Co-op, across the convenience channel and in an increasing number of pubs, clubs, bars and restaurants.


Chris "MUG5" Maguire is a multimedia futurist that specializes in all things multimedia. From Record Production to Film Making Chris has worked with hi-end clients the world over. Chris is the Editor in Chief of both &