NPR: Moscato Madness: The Dessert Wine's Sweet Surge

From NPR:

In the U.S., wine drinking has held its own during these hard economic times, and even grown in some unlikely corners. Moscato, for example, the Italian dessert wine, has gone from relative obscurity to the toast of the town.

Hip-hop singer Drake, in his song "Do It Now," gives it a shout-out. It's also the wine Kanye West orders for special parties. And it's the wine Real Housewife of Atlanta NeNe Leakes has just started selling under the label Miss Moscato.

Until a few years ago, the ancient Italian wine could have been described as obscure — what one wine expert called "a little backwater grape." Now the words used about the rise of moscato are "breathtaking," "phenomenal," "insane." Industry watchers say they've never seen anything like it.

Danny Brager, vice president of the alcoholic beverages division at Nielsen, says moscato madness is not just on the coasts, and it's not only in cities — it's everywhere.

According to Brager, a Nielsen analysis found moscato sales up 73 percent in the 12 months ending Jan. 7. That's on top of the 100 percent growth from 2010. It is the fastest growing varietal wine in the country.

Brager says every wine supplier is racing to get on this trend.

They're combing the world for more grapes and growing their own. It's no longer only small Italian wineries. Jugs of Barefoot moscato are sold at BJ's Wholesale Club. It's on the menu at Olive Garden.

...

For the full article, visit www.npr.org.

Read more on

Suggested Articles

Chef Brian Duffy is offering delivery and takeout to provide meals for hospitality workers. You can follow his example to do the same.

Owners must prepare mentally to lose everything because that will be the reality for several of them. But that's no reason to freak out.

Times like these bring out the best in some people and the worst in others. Now is when you really need to be a leader.