- Its consumption, just 5 years ago non-existent in the United States, today represents more than 6% of the total American market, which is the largest in the world today
- The question is why? Several rappers such as Trey Songz or Kanye West use the word “moscato” in their lyrics, causing a great effect on their consumption.
Something must be. The Moscato wine category has grown 33% in 2012, an unstoppable growth of the product in just one year in a wine market like North America where competition is fierce and the impact of fashion does not escape a category as traditional as that of wine. The consumption of Moscato, just 5 years ago non-existent in the United States, today represents more than 6% of the total American market, which is the largest in the world today.
The obvious question is why? What causes such growth? What can explain it? Drum roll at the answer…. Hip hop. Yes, this is the clearest effect of the influence of music on wine consumption that is known (or remembered).
Trey Songz, one of the great characters in the world of Hiphop, sings in a catchy way in one of his most famous songs (I invented sex ”):“ Lobster and shrimp and a glass of Moscato ”(“ Lobster, prawns and a glass Moscato… ”). He is not the only one, other singers like Kanye West, Ne-Yo, Lil ‘Kim or Ab-Soul use the word moscato in their lyrics. Having millions of young people of wine drinking age listening to these songs, with suggestive lyrics that link moscato to love affairs, can have a great effect.
Everything seems to have started with the sound of the word. In songs with strong use of rhyme, moscato sounds good in many possible combinations in English. The effect has undoubtedly been impressive and the large American companies in the sector have not missed the opportunity and their brands are market leaders, well above Italian brands that, however, have also made their “particular August”.
It is necessary to recognize that the product has done the rest, especially if we look at its organoleptic qualities and the target audience: served fresh, low alcohol content, sweet and pleasant taste, bubbles and low-cost glamor. The presentations and other marketing actions have only taken advantage of the wave of this magnificent opportunity. The gift market has also been a perfect occasion for increased consumption “There is a party at the home of… Do we bring a wine as a gift? Make it a Moscato “
A growing number of similar products have appeared in Spain that, although they do not take the name, they do seek to take advantage of the opportunity, either in other markets or in the growth that can be produced in Spain, all of them have very interesting products that allow you to discover the reason for the seduction and success of Moscato in the American market.
Let’s hope that one of these fashions will take over our Jerez wines, or cava… or native Spanish varieties such as Tempranillo or Mencia. It only takes one song!