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Product Launch - US: Phusion Projects' Moskato Life

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Phusion Projects' Moskato Life  

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Category - Adult soft drink, malt-based, moscato and rosé flavours, 6% abv

Available - From this month

Location - Limited release now, nation-wide summer rollout

Price - US$6.99 per 75cl bottle 

Phusion Projects has launched Moskato Life to take advantage of the popularity of moscato wines among younger drinkers in the US. The malt-based adult beverage comes in moscato and rosé flavours and is sweet and lightly carbonated.

The product is available now in selected markets with national availability by the summer's end, Phusion said.

Phusion said it has studied the gain in popularity of moscato wine and recent recognition in the hip-hop and urban community. Traditionally an after-dinner wine, moscato has taken up new residency as a more mainstream beverage among the under 40 crowd, the company said.

“Moskato Life is a malt-based beverage that represents attainable luxury, showing consumers it doesn't have to cost a lot to live a lavish lifestyle,” said Phusion Projects co-founder Chris Hunter. 

The Moskato Life line will be supported by a dedicated Facebook page with targeted advertising.


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