Nicki Minaj’s Myx Moscato hits UK

American rapper Nicki Minaj is set to unleash her MYX Fusions Moscato onto the UK drinks market after striking a distribution deal with James E McCabe Limited.

The brand, co-owned by pop star Minaj, has become the biggest-selling Moscato wine in the US where it has grown by 500% since February 2014, expanding its distribution from nine to 42 states in the past six months.

Today, UK drinks company James E McCabe Limited announced a partnership with MYX Fusions Moscato to distribute the brand in the on- and off-trade in the UK and Ireland.

Paula Colhoun of James E McCabe said: “We have watched a shift in the wine industry over the last few years and believe there is a real gap in the market for MYX Fusions Moscato. It will appeal to the millennial consumer who Nicki Minaj can help us reach. The brand has had phenomenal growth in the US this year and we are excited by the potential it has in both the UK and Ireland.”

Minaj co-owns the brand alongside CEO of multi-media entertainment company Monami Entertainment, Mona Scott-Young.

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

MYX Fusions Moscato, a carbonated moscato wine infused with fruit juices, will be available in single serve 187ml cobalt blue bottles in two flavours; pure moscato and peach, with plans to launch coconut and mango editions next year.

MYX Fusions Moscato will be available to the UK on-trade from this month and off-trade in 2015.