Myx Fusions Seeing Strong Growth In Wine Cocktail Segment

Launched in 2013 by Myx Beverage and entertainer Nicki Minaj, the Myx Fusions wine cocktail brand has made fast progress. According to Impact Databank, Myx surged more than fivefold to 154,000 nine-liter cases 2014, and the company tells SND that growth is continuing at a brisk rate so far this year.

Now in 47 states, the 5.5% abv Myx line is packaged in both 4-packs of 187-ml. (which retail for around $10) and individual 375-ml. twist-off cap bottles. The brand includes four Moscato flavors—Traditional, Peach, Coconut and Mango—as well as a new Sangria range, including Classico, Tropical and Redberries offerings. Myx Fusions CEO Peter Reaske says Peach is the brand’s bestselling flavor currently, accounting for 40% of sales, while the newer Mango expression is also rising fast. The group plans to hold off on new flavors for the rest of the year while it consolidates its existing portfolio.

Reaske says the Moscato-fruit flavor profiles offered by the brand, as well as its versatile packaging, are bringing new consumers into wine. “Since Myx is ready to consume out of the bottle, the occasions for consumption mirror beer and allow it to play in occasions where wine was previously excluded,” he says.

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