American pop star Nicki Minaj jetted crossed the Atlantic recently to coincide her live concert tour with the much-anticipated UK and Ireland launch of her new brand of sparkling wine, MYX Fusions Moscato following an exclusive deal with James E McCabe Ltd.

Kicking off a series of UK launch events commencing at ALIBI in Belfast, Nicki along with McCabes are hoping to replicate the brand’s success in the US, where MYX have grown 400pc in the past six months to $18m.


MYX Moscato is a 5.5pc ABV, premium, sparkling white wine infused with fruit juice. The ready-to-drink beverage is available in single serve 187ml signature cobalt blue bottles and 4x187ml pack and comes in two flavours – Original Moscato and Moscato & Peach, with a convenient twist cap closure.

Paula Colhoun, MYX Fusions Marketing Manager UK & Ireland said, “We are targeting the female millennial consumer. MYX Fusions was researched extensively in Dublin, Belfast, Manchester and London. In all groups the product was universally liked and the cobalt blue bottle impressed. Consumers are looking for an alternative to beer or regular wine withMYX Fusions ticking all the boxes in terms of what consumers wanted”.

MYX strawberry or peach bellini

Launched in Off Trade with POS and FSDU support, MYX Fusions Moscato is also highly visible in On Trade through a new ‘MYX My Way’ campaign offering consumers their choice on how they wish to #GetInTheMYX – either By The Bottle, in a delicious Bellini or To Share served in a quirky ice bucket.

#GetInTheMyxUK #GetInTheMyxIE

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