It advertises Bartenura as the official moscato of the Dodgers. If you live in Los Angeles, you might have seen a billboard for Bartenura moscato. And a lot of them are pretty new to this: Moscato is their gateway wine.Īnd the dealers have latched on - they're reaching out everywhere. The wine drinkers are young they're Latino, or black or Asian. All of the women in the group - and many of the people in the winery - were drinking wines like moscato. She was at the winery with a group of girlfriends - all black - celebrating one of their birthdays. Scorza first sampled moscato while she was working at an Olive Garden restaurant. People who don't think of themselves as wine drinkers, who are intimidated by the idea of a wine tasting, who would never, ever try to search out "earthy tones" in a deep red - those people drink moscato, and they like it.Īt the San Antonio Winery in Los Angeles one sunny Sunday afternoon, I found dozens of these moscato wine converts, like Quintasha Scorza. Sweet enough and weak enough, in fact, to make a wine drinker out of anyone, which is why winemakers love it so much. Some of the very best bottles can cost less than $50.Īnd moscato is really sweet and has low alcohol content. That would leave the perfect opening for a sweet drink like moscato to step into the hip-hop scene, no?īut despite moscato's popularity, the strange thing about hip-hop's fascination with the beverage is that the wine is not at all high-end: It's a relatively cheap white wine made from the muscat grape. Lil' Kim is believed to have first rapped about it in 2005: "Still over in Brazil sippin' moscato, ya must have forgot though, so I'mma take you back to the block yo." I distinctly remember the liqueur Hypnotiq being big when I was in college, and ciroc vodka is trending a bit right now. ![]() For a while it was the champagne Cristal. As long I can remember, some rapper has been name-dropping some type of alcohol in his or her song. That's believable, especially if you listen to hip-hop. "Much more Hispanic, much younger, much lower-income, much more female."īrager says African-Americans are three times more likely to drink moscato than some other table wine. "Much more African-American," says Brager. But almost all of the big press about moscato and its newfound fame seem to forget one thing about the wine and its consumers: race.īrager says one would typically describe the average wine drinker as older, white and upper-income, and they are equally split by gender.
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