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Producers put trust in Moscato in the UK
Two major wine companies have reiterated the faith they have in the potential of Moscato in the UK by launching new wines onto Britain’s shelves.
Despite widespread pessimism among the UK industry as to the popularity of Moscato among consumers, Waitrose has taken on Brown Brothers’ 2008 Moscato Rosa, while Australian Vintage has secured a listing with the Co-operative for its M Sparkling NV.
While some wineries fear a lack of consumer knowledge of the category and a lack of interest in lower-alcohol wines could hinder attempts to establish Moscato in the UK market, Brown Brothers and Australian Vintage are confident that the wines will be successful.
“The UK remains an ideal opportunity for Moscato,” said Paul Schaafsma, European and UK general manager for Australian Vintage.
“We’re delighted with the Co-op listing, which comes at a time when some of our competitors have indicated that they find Moscato a difficult sell in the UK market.
“Australian Vintage remains confident in the potential of Moscato and we look forward to continuing to drive the category forward.”
At 12% abv, the M Sparkling NV (£11.99) is stronger than most Moscato wines and is also made from 25% Sauvignon Blanc and 25% Semillon.
The 2008 Moscato Rosa (RRP £6.49) from Brown Brothers is a far lighter wine at 7% abv, made from Muscat of Alexandria grapes with a small percentage of Cienna to provide a rosé colour.
Gail Gilbert, European sales and marketing manager at Brown Brothers Wines Europe, believes that once consumers learn about Moscato they will have no qualms in picking a lower-abv bottle off the shelf than they normally would.
“The fact that Moscato is lower in alcohol is not the primary reason for its being,” Gilbert told the drinks business. “It’s all about the fresh fruity flavours.
“Less alcohol in the glass is just another benefit of drinking our Moscato, whatever the motivation was for buying it in the first instance.
“When we communicate both of these points during a tasting session then we overcome any misunderstanding of Moscato as a wine style.”
Alan Lodge, 18.02.2010