Say Hello To Moscato

The Hello Vino team is always interested in consumer behavior, purchase trends, and how producers react to capitalize on market growth.

We recently released The Mobile Wine Consumer report, sharing results of a survey conducted where 120,000 respondents provided information about their level of wine knowledge and purchasing habits. In addition, the report includes analysis of user activity within the Hello Vino mobile wine apps, providing insight into consumer behavior and trends for wine purchase decisions.

Our research identified an interesting and potential shift that’s happening as we speak. The most searched for grape or varietal in the free Hello Vino mobile apps was Moscato.

To put this into perspective, and why producers are paying attention, let’s take a look at White Zinfandel. As a wine consumer, whether you like White Zinfandel or not, it’s a huge money maker for the wine industry. In fact, White Zinfandel sells better than red Zinfandel and Sauvignon Blanc according to Nielsen rankings. 

So, is there a new White Zin on the horizon?

Check this out… (credit: The Wine Economist)

"Moscato wines sales soared by 91.4 percent by dollar value, compared with 4.9 percent overall market growth (Nielsen off-premises survey data for the 52 weeks ending October 16, 2010). That’s a big surge in sales, albeit from a relatively small base."

There may be a new sheriff in town.

Some producers just released a new Moscato in 2010 with more on the way in 2011 (sparkling and still styles). If you glance at all the products on the shelf now, you’ll see a lot of familiar brands already offering Moscato…including the White Zinfandel king, Sutter Home.

About Moscato

Type of WineLight-bodied white with low acidity and low tannins.

OriginMoscato is widely known in Italy as MOSCATO di CANELLI because of the success of the Piedmont’s wineries that have made it famous as ASTI SPUMANTE. Moscato is the fourth most widely planted grape in Italy. No matter where it’s produced, the wine is almost always sweet, low in alcohol and frizzante (frothy) or spumanti (sparkling). There are some versions made without bubbles, called naturale, but the grape’s inclination to ferment rapidly makes this style difficult to produce. The best examples of these sparkling Muscat wines are MOSCATO D’ ASTI and ASTI SPUMANTE.

ColorMoscato wines are either a pale yellow or a light gold color.

DescriptionAmazingly fragrant (rose petals and lichee fruit come to mind), Moscato’s fresh grapey character is easy to recognize, even when distilled as grappa. The best examples combine creaminess, a bright, refreshing fruitiness and a crisp, lingering finish.

AgingThis is a wine that does not benefit from aging in oak barrels. Instead, fermentation typically occurs in steel vats so that the delicate fruit complexity of the wine is not lost. Moscato should be consumed immediately upon its release.

Best LocationAs with most varietals, warm days followed by cool nights build acidity and round fruit flavors.

PlantingThe grapes were planted with a northern exposure. This aspect provides the benefit of a cool-down period from the summer heat. These cooler temperatures allow for the “grapes to rest” and not deplete the vines of their acids and flavor compounds through avoiding over-respiration.

We found this information interesting and have a feeling you will see more Moscato in the wine aisles than ever before.


Hello Vino