Moscato gets a skinny makeover

Kanye West has helped Moscato sales soar in the US

Moscato madness continues to grip this US. This week, Wine and the City learnt that Skinnygirl, the low-calorie wine and pre-mix cocktail brand founded by Twiglet-thin reality TV star Bethenny Frankel of The Real Housewives of New York City, has added a Moscato to its line-up.

The brand, bought by spirits giant Beam for $8m in March 2011, has added the low alcohol, lightly sparkling sweet wine to its range in a bid to capitalise on the growing thirst for the variety in the US. Skinnygirl Moscato is said to boast notes of “pear, peach and mango,” along with aromas of “tropical fruit and honey.”

Skinnygirl Moscato 2012

The wines in the Skinnygirl range have only 100 calories per 5oz glass compared to an average of 123 calories found in non-diet wines. Skinnygirl wastes no time in making mention of its low-calorie status, with the Moscato 2012 flagging it up the front label. Along with the Moscato, three new cocktails have been added to Skinnygirl premix range: a mojito, grapefruit margarita and a white cherry vodka, priced at $14.99/bottle for the mojito and margarita and $21.99 for the vodka.

Skinnygirl is one of the fastest-growing drinks brands on the market. Sales at the company were up 19% last year as the trend for low-calorie wines gathered momentum in the US. Last March, the brand expanded from pre-mix cocktails into wine, adding three low-calorie California wines – a Syrah blend, a Chardonnay/Pinot Grigio blend and a Grenache/Syrah rosé blend to its portfolio.

Last year, Moscato sales in the US hit a record high, up 33% in volume on 2011 with the variety now accounting for 6% of wines bought in US retailers, where it is now more popular than Sauvignon Blanc and only slightly behind Pinot Grigio. Moscato’s profile has been boosted by name checks from RnB and hip-hop stars such as Kanye West, Ne-Yo, Lil’ Kim, Ab-Soul and Drake.

Wines aimed at women “short on flavour”

Bloomberg’s wine and spirits columnist Elin McCoy has slammed wines aimed at women as “long on legs, but short on flavour.” As reported on db.com, sampling a selection of wines designed with women in mind blind, McCoy described the majority as tasting like “neutered commercial plonk.” 

“Only three wines stood out as barely acceptable chilled plastic cup party fare: 2011 Skinnygirl White, 2011 Skinnygirl Rose, and 2011 Be. Fresh Chardonnay,” she said. “For the US$10-15 that most of these cutsey bottlings go for, drinkers seeking an emotional connection with what they swill in their glass could have real wine made by real people – think Rieslings, Proseccos, Rosés, Beaujolais, Argentinean Torrontés and Malbecs,” she added. 

According to wine brand marketers, women pick wine to match moods, not foods. They also apparently crave an easy going, fruit forward flavor profile with an edge of sweetness. McCoy believes many of the female-targeted wine brands are getting it drastically wrong. “Aren’t Canadian winemaker Strut’s labels, featuring photos of long, shapely, perfect legs emerging from short skirts a guy fantasy?” she questions. 

Women account for nearly 60% of wine consumers in the US, according to the Beverage Information Group’s 2011 Wine Handbook. Hence the recent trend for start up wine brands targeted specifically at women, with most targeting women aged 21 to 34. Australian-based global wine giant Treasury Wine Estates recently launched four wines under the “Be.” label: Flirty, a pink Moscato; Bright, a Pinot Grigio; Fresh, an unoaked Chardonnay; and Radiant, a Riesling. 

TWE’s website describes the Pinot Grigio drinker’s mood somewhat patronisingly: “Your sunny disposition sets your soundtrack to the soothing sounds of a steel drum band as you flip flop through fabulousness.” 

In February, three low-calorie California wines from Beam Global Spirits & Wine Inc. hit US shelves under the Skinnygirl brand; the low-calorie cocktail brand made famous by American reality TV star Bethenny Frankel. A five-ounce glass of any of the Skinnygirl wines, which include a Syrah blend, a Chardonnay/Pinot Grigio blend and a Grenache/Syrah rosé, contains 100 calories, as opposed to the average 110-125 calories.

Mary Ann Vangrin, creator of Middle Sister, a wine brand with over 115,000 fans on Facebook, told McCoy that women look for wines that offer an emotional connection. “Women don’t want a wine that bites back. They like ripe, fruit-forward wines without a lot of tannin and oak,” she said. 

The 10-strong Middle Sister range has personality profile names like Drama Queen Pinot Grigio, Smarty Pants Chardonnay and the best-selling Rebel Red blend.  All, according to McCoy, share a “flavor-phobic house style.” Deutsch Family Wine & Spirits meanwhile, which brought Yellow Tail to the US, has launched its own female friendly wine; Flirt, a Syrah, Zinfandel and Tempranillo blend.

Skinnygirl wine set for US launch

Low-calorie cocktail brand Skinnygirl, brainchild of entrepreneur and reality TV star Bethenny Frankel (above), is to expand the brand into wine next month. As reported on thedrinksbusiness.com, Skinnygirl will launch three low-calorie California wines – a Syrah blend, a Chardonnay and Pinot Grigio blend and a Grenache/Syrah rosé blend, priced at US$15 each. Each of the wines will weigh in at 12% alcohol and 100 calories per 5-ounce serving.

Frankel made her TV debut in American reality show Real Housewives of New York City, and went on to launch a reality spin-off series on Bravo, three books and a career focused on healthy living. Skinnygirl is one of the biggest US drinks industry success stories of 2011. It became one of the fastest-growing brands in the spirits industry on the strength of its flagship low-calorie ready-to-drink margarita, introduced in 2009.

The Skinnygirl margarita sold 90,000 cases in 2010, according to Impact Databank, leading to Beam Global Spirits & Wine Inc.'s purchase of the brand in March 2011. Frankel, who remains the face of the brand following the sale, was influential in determining the final blends and flavour profiles of the new line of wines.

"I wanted Skinnygirl to taste approachable, not too dry and not too sweet, a very drinkable blend," she said, adding, "I'm not a wine snob – I've found great wines at Trader Joe's. I didn't want this brand to try to be something it's not.” The wines are made by the California-based Winery Exchange under the direction of winemaker Kurt Lorenzi, who worked closely with both Frankel and Beam to create the blends.

“Looking at wine categories that fit the Skinnygirl consumer – health-conscious women in their ‘30s, we settled on blends. It’s important that we set the blend style in the first vintage," said Lorenzi. The grapes for Skinnygirl come from all over California to facilitate creating a style that can be reproduced year after year regardless of vintage variations. The initial run will be around 200,000 cases.