For years muscat grapes were supporting players in the wine world, at least among U.S. vintners. Featured in cheap wines like Muscatel and Asti, the varietal also served as the floral note in white wine blends. With a push from hip-hop fans such as rapper Drake, moscato—the industry’s preferred labeling for muscat wines—is appealing to new wine drinkers. Lots of them.
Sales of moscato rosé from $32 million in 2008 to $105 million last year and are on pace to top $164 million this year, according to SymphonyIRI Group, a Chicago-based market research firm. That makes moscato America’s fastest growing style of wine.