Spike in Kosher Wines Sales Linked to Hip Hop Love for Moscato
Bartenura Moscato wine is expected to set a record for the most kosher wine sold in one year, with 400,000 cases. Sales of the Italian kosher wine, which sells for about $15 a bottle, are being linked to the rise in interest of moscato wine among some of hip hop’s most successful artists.
Drake, Lil Kim, and Kanye West are all lovers of the sweet, lightly sparkling wine, according to the New York Post. According to Nathan Herzog, who works with Royal Wine, which owns Bartenura, over 80% of people who buy Bartenura aren’t aware or don’t care that the wine itself is kosher.
The kosher wine is named for a 15th century rabbi, Obadiah ben Abraham . Abraham’s commentary on Jewish texts are known as “The Bartenura”.
“Rappers are always looking for that new nuance in the consumption of goods,” says Jasmine Waters of Vibe magazine. “There’s a phrase that Drake uses: ‘Let me put you on to this.’ Right now, we’re being put on to moscato.”