UK launch for pop star’s moscato infused with juices and flavours

MYX Fusions Moscato

A moscato wine infused with natural fruit juices and flavours, part-owned by pop singer Nicki Minaj, has been introduced to the UK.

Myx Fusions Moscato is being distributed in the UK and Ireland by James E McCabe, initially in the on-trade and, from February next year, also in the off-trade.

The ready-to-drink brand has grown by 500% in the US since February, where it has become the number-one moscato drink and expanded distribution from nine to 42 states in the past six months.

It is supported by Nicki Minaj who co-owns the brand with Mona Scott-Young, chief executive of multi-media entertainment company Monami Entertainment.

The hip-hop artist has featured the product on several songs including her latest hit, Bang Bang with Jessie J and Ariana Grande. She raps: “It’s Myx Moscato/It’s frizz in the bottle/It’s Nicki full throttle.”

She said: “We are extremely excited to be launching Myx Fusions Moscato in the UK and Ireland. It’s a fantastic product that’s blown up in the US and I know people here will love it too.”

Myx Fusions Moscato is a premium moscato wine infused with all-natural fruit juices and flavours, which is naturally sweet, sparkling and refreshingly carbonated. The RTD is available in single-serve 187ml signature cobalt blue bottles, with a twist-off cap, and comes in two flavours: pure moscato and peach. There are plans to launch coconut and mango editions next year.

Paula Colhoun, brand manager at 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.”

Mona added: “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.”

Previous London hotel bars partner leading Australian wine brand
Next UK release for Ron Zacapa using rum aged in a herb garden