Australian family-owned winery Brown Brothers has launched a duo of lower-abv Moscato wines into Tesco stores.
Brown Brothers Moscato and Brown Brothers Moscato Rosé (rsp: £8/75cl) carry abvs of 5.5% and 6% respectively. They were designed to offer a “fruit-forward, refreshing and approachable style designed to appeal to consumers looking for lighter, easy-drinking wine occasions”, according to the supplier.
Made from Muscat of Alexandria grapes, Brown Brothers Moscato offered “aromas of musk, citrus and freshly crushed grapes, with vibrant sherbet flavours and a gentle frizzante character”.
Brown Brothers Moscato Rosé combined Muscat of Alexandria with a small percentage of Cienna, delivering “rose petal and red berry aromas, alongside fresh fruit flavours and a subtle spritz”.
In Australia, Moscato attracted a high proportion of new-to-wine shoppers, with 74% of Moscato buyers new to the wine category, Brown Brothers said, citing Circana data.
“One of the biggest opportunities facing wine globally is how we recruit the next generation into the category,” said Brown Brothers head of innovation and insights Emma Brown. “We know from our experience in Australia that Moscato can play an important role in that journey by offering a fruit-forward, refreshing and approachable introduction to wine.
“Brown Brothers has been at the forefront of Moscato in Australia for many years, so we’re incredibly excited to bring two of our most successful wines to Tesco and introduce more UK consumers to the style.”
The launch comes after Brown Brothers relaunched to the UK with its Orange Muscat & Flora in 2022. It will be supported by PR, consumer sampling and social and influencer activity.
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