Close Menu

Nicki Minaj backs Moscato brand

Outspoken American rapper Nicki Minaj is the latest to profit from the ‘Moscato madness’ boom in the US, having become part owner of Moscato brand Myx Fusions.

Rapper Nicki Minaj is the new face and part owner of Moscato brand Myx Fusions

The songwriter and TV star, known for her outlandish outfits, has been made the face of the brand, which specialises in fruit-infused single serve Moscato.

“I’m so excited to team with Myx. I have no doubt that it will be number one.

“It’s a great tasting product that people will love. It’s not even a hard sell. Myx Fusions gives us an opportunity to revolutionise the wine industry,” she said.

Priced at $4 bottle, Myx Fusions is currently available in New York, Los Angeles and Las Vegas, and there are plans to roll out the Moscato across the US.

The Myx Fusions range

“The collaboration between Nicki Minaj and Myx Fusions is a game changer,” said Mona Scott-Young, chief marketing officer for the brand.

“Nicki is an innovative trendsetter and has the ability to energise the masses.

“She embodies everything that Myx Fusions represents: style, spontaneity and the desire to push the envelope and inspire change,” she added.

Housed in 6oz electric blue crown-capped bottles, the range comprises three flavors: Original Moscato, Coconut & Moscato, and Peach & Moscato.

As part of the collaboration, Minaj is set to front Myx’s print, radio and TV marketing campaign.

The American Idol judge has already endorsed the brand on new track I’m Out by RnB singer Ciara, rapping: “If I’m sippin’ in the club, Myx Moscato.”

“Moscato has done wonders for wine consumption and Myx Fusions will do the same for Moscato,” said the brand’s CEO Peter Reaske.

The grape now accounts for 6% of volumes sales in the US, up 33% year-on-year.

Born Onika Tanya Maraj in Trinidad and Tobago in 1982, Minaj is best known for her quadruple-platinum 2010 single Super Bass and 2012 follow-up Starships.

It looks like you're in Asia, would you like to be redirected to the Drinks Business Asia edition?

Yes, take me to the Asia edition No