Nicki Minaj to launch MYX Fusions in the UK

Made from moscato wine infused with fruit juice and natural flavours, the 5.5% ABV sparkling drink comes in 187ml single serve bottles and will roll-out to pubs and bars first before hitting the off-trade next year, said distributor James E McCabe.

The brand has become the biggest selling Moscato wine in the US, growing by 500% in the last 6 months alone, according to the company.

It will be available initially in two flavours, pure moscato and peach, with coconut and mango variants planned for next year.

 “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,” Minaj said.

The hip hop artist has featured the product on several songs, including her latest hit, Bang Bang, in which she raps: "It’s MYX Moscato/It’s frizz in the bottle/It’s Nicki full throttle.”

Globally the popularity of moscato is booming, with sales leapfrogging those of Sauvignon Blanc.

Paula Colhoun of 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.”