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Exclusive: Myx Fusions Ramping Up Growth In Second Year

September 15, 2014

Since launching in the U.S. market in mid-2013, Moscato-based cocktail brand Myx Fusions has rapidly gained traction, thanks in part to its affiliation with brand co-owner and pop star Nicki Minaj. The celebrity-backed brand—which sold the equivalent of 60,000 cases in 2013, according to Impact Databank—has grown its footprint from nine states to 42 over the past year, as well as expanded its lineup with a new flavor, Myx Mango.

Founded by Minaj in partnership with former Foster’s exec Peter Reaske and Monami Entertainment founder Mona Scott Young, the 5.5%-abv Myx brand also features Original, Coconut and Peach expressions. The full range is packaged in both 4-packs of 187-ml. (which retail for around $10) and individual 375-ml. twist-off cap bottles, and, according to Myx, is designed to target casual beer occasions while also delivering a premium, wine-like experience. According to the company, Myx’s growth is accelerating in 2014, with sales up 500% since February and volume hitting 840,000 bottles in a recent month, more than sales for all of last year.

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