Moscato Sales 'Off Like a Rocket'

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Moscato Nation is a new organization created to support sales

"Consumers are in front of the industry -- again," says Tim Hanni, commenting on the rise of Moscatos.

Moscato sales in the past three years have "taken off like a rocket" and show no signs of abating, according to Eileen Fredrikson of Gomberg-Fredrikson, America's leading wine industry consulting firm. Nielsen results through September show purchases climbed 800,000 cases, up 73% in 2011.

"People like Moscato and are asking for more," said Brittany Hufham, administrator of the newly-formed Moscato Nation, the varietal's association. "Sparkling or still, white or pink, from California, Italy, Australia or Germany, consumers are finding wines they immediately like."

"We believe that Moscato, along with sweet red wines, are the new gateways to increased wine consumption, similar to the l970s Portuguese roses, l980s Lambruscos and l990s White Zinfandels," Fredrikson says. "Moscatos probably have attracted millions of new consumers and will play a valuable role in building wine consumption." According to Gomberg-Fredrikson WineData Wine Price report, U.S. producers and importers are responding. California wineries are importing Moscato from Italy, Spain, Chile and Argentina to add Moscato to their lines or augment supplies.

Moscato Nation was announced last month and the initial members are Benessere, Bronco, Dalla Valle, Emeri, Funf, Moscato Allegro, Quady and Salt of the Earth. It has a website at For membership information contact moscatonation(at) Moscato Nation's founder and public relations consultant is Harvey Posert, HPPR, hposert(at)

"Consumers are in front of the producers -- again," says Tim Hanni, Master of Wine, an authority on wine palatal preferences who teaches wine business at Sonoma State University. ""Let's hope they move fast on this one."


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