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Millennials Love Moscato
Moscato has traditionally been looked at as a desert wine, due to the fruitful taste and it's unique sweetness. It’s proven to be ideal for the beginner wine drinker, as consumers of Piccolo Tesoro Moscato, who often refer to the brand as “PT,” satisfy their millennial sweet tooth.
According to an article written by Matt Andrejckzak of MarketWatch, 50% of moscato drinkers are under the age of 45, and 30% of drinkers are under the age of 30. While in the past this market hasn't been given much attention, it's now a focus group for the industry as a whole.
PT Sparkling Rose Moscato has been growing in exponential numbers. Due to the promising future of this brand, they have launched an advertising campaign in Atlanta, Georgia; a hotspot for PT mixologists.
Having also been featured in Beverage Media Publications across the US, it's no wonder why 132,000 bottles of their moscato were sold in June 2011 alone.
While mixologists are getting to have their fun with an inexpensive yet classy and tasty new craze, wineries all over the country are responding to this trend in great numbers as they believe that moscato is more then just a fad.