Nicki Minaj Moscato ‘revolutionising’ industry

Nicki Minaj believes her sparkling Moscato brand is on its way to revolutionising the wine industry.

Monthly sales of her Myx Fusions sparkling Moscato brand, which Minaj became part owner of last year, have grown 500% in six months with distribution expanding from nine to 42 US states with the single-serve drink becoming on of the fastest growing “ready to drink” beverages on the US market.

She said: “I’m passionate about MYX and am always thinking of new ways to integrate it into my projects in an organic way. I told everyone that MYX was going to revolutionise the wine industry and we are on our way.”

As well as being one of the brand’s main shareholders, Minaj is consulted on each new flavour and its packaging, according to a statement from the brand.

The American rapper recently made a reference to her Moscato endeavour in the song “Bang Bang”, featuring Jessie J, Nicki Minaj and Ariana Grande, in which Nicki raps: “It’s MYX Moscato/It’s frizz in the bottle/It’s Nicki full throttle”. 

Mona Scott-Young, co-owner and chief marketing officer for the brand said: “Nicki is a savvy businessperson and she has been an instrumental factor in the brand’s tremendous growth. Her business acumen is helping to turn the signature cobalt blue MYX Fusions bottle into gold.”

Housed in 6oz electric blue crown-capped bottles, there are three flavours in the range: Original Moscato, Coconut & Moscato, and Peach & Moscato.

Minaj isn’t the first to jump on the Moscato bandwagon – a varietal which has been gaining popularity, particularly among young, female drinkers.

Californian wine giant E&J Gallo released two Moscato wines onto the UK market earlier this year aimed at fashion conscious young women and carrying the tag line, “this season’s must have wine” in a nod to the fashion world.