Tuesday, April 12, 2011


Drake Moscato

A recent article in The Wine Economist explored a question that's always on the minds of those interested in wine - what's the next big thing?  Figures cited in the story - taken from another article in Wine Business Monthly - show that sales of Moscato wines increased by about 91% during 2010, when overall wines sales only grew by just under five percent.

The Wine Economist speculated that some White Zinfandel drinkers may be moving over to Moscato, as sales of White Zin have fallen off a bit.  The originator of White Zinfandel - Sutter Home - produces a Moscato Alexandria, while the article also cites Moscato entries from Robert Mondavi WoodbridgeBarefoot CellarsColumbia Crest and other wineries.

In the comments to the article, a reader suggested much of Mocasto's newfound popularity may be due to hip-hop artist Drake, who sang about the grape variety in his 2009 single called "Do It Now," in which he raps for "lobster, shrimp and a glass of Moscato."

Popular culture has certainly affected the wine industry before.  Rapper Jay-Z put an obscure Champagne by the name of Armand de Brignac on the map when he featured it in his 2006 video for the song, "Show Me What You Got."  Now, reportedly, the French producer can't make enough of it. 

The 2004 film "Sideways" was credited - or blamed - for ruining the market for Merlot.  One of the movie's characters had a decided bias against that particular grape, preferring Pinot Noir.  Sales of Pinot Noir went up in the "Sideways" aftermath.

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