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APRIL NEWS Tracking Muscat's Sales Growth N Sweet, low in alcohol and low-priced, these varieties are cheap to grow Volume Share 2012 vs. 2011 apa, Calif.—It wasn't that long ago that Pinot Grigio (Pinot Gris) displaced Sauvignon Blanc as the second most popular white wine variety in the United States. Now Sauvi- gnon Blanc has ceded its third-place status to fast-growing Muscat wines in terms of volume. Chardonnay remains by far the best-selling wine, red or white. Symphony IRI reports that volume sales of Muscat, generally labeled Moscato, racked up 2.8 million 9-liter case equivalents in the 52 weeks ending Jan 22. For that period, Sauvignon Blanc sales were 2.77 million cases. Muscat sales grew at 70%, while Sauvignon Blanc grew at only 7%; total table wine volume was about 84 million cases, and total table wine sales were $6 billion during the period, according to Symphony IRI. By dollars, Sauvignon Blanc remained in third place with $265 million compared to $186 million for Muscat. Sauvignon Blanc 3.5% 3.0% 2.5% 2.0% 1.5% 1.0% 0.5% 0% 3.2% Muscat 3.3% 3.3% Learn more: Search keywords "Muscat wines." 2.0% 2011 2012 Muscats racked up 2.8 million 9-liter case equivalents in the 52 weeks ending Jan 22. This reflects the low retail prices of the most popular Muscats: The average price per bottle was $8 for Sauvignon Blanc vs. $5.54 for Muscat. However, Muscat dollar sales also are growing at 70%, so the variety likely will climb to third place by revenue this year. The wine is most popular with younger drinkers, but it also appeals to the multitudes that don't like drier wines: those who might have chosen White Zinfandel or sweet cocktails. E. & J. Gallo introduced Barefoot Moscato winesandvines.com in 2008 in response to customer requests for a sweeter, light-bodied wine, according to Stephanie Gallo, vice president of marketing. The wine retains more than 6% residual sugar and a modest alcohol level close to 9%. The company also produces and imports Moscato under at least seven brands. —Paul Franson 18 Wines & Vines APRiL 2012