Lee Grandes, Wells’ wine consultant, said Bartenura was “one of the first” in America to take Moscato to greater heights at a time when “traditional producers” were devoting small portions of their vineyards to the grape.
That shift began in the New York City boroughs of Queens and Brooklyn and in parts of nearby New Jersey.
The company first noticed the brand’s mainstreaming about 14 years ago, when retailers serving Jewish and non-Jewish clienteles ordered it year-round, “not just with Passover in mind,” Buchsbaum said. Last year, Royal ran its first national television commercial for Bartenura. Others include Dalton, Gamla, Carmel and Golan (all Israeli) Gabriele, Borgo Reale, Sara Bee and Rashi (all Italian) and Teal Lake (Australian).ĭubbed “the blue bottle” for its distinctive sheen, Bartenura is featured on more than 300 strategically targeted billboards in predominantly non-Jewish sections of New York, New Jersey, California, Pennsylvania, Maryland, Washington, D.C., and parts of the Midwest where “we have a hot concentration of sales,” said Buchsbaum’s colleague, David Levy.Īt Wells Discount Liquors in Towson, Md., Bartenura is displayed not in the kosher section but with non-kosher Moscatos. While considered the market leader, Bartenura is hardly the only Moscato that’s kosher or kosher for Passover. In the 1960s and ’70s, singer-actor Sammy Davis Jr., an African American who converted to Judaism, famously endorsed Manischewitz - a brand still a standard-bearer among kosher and kosher-for-Passover wines.īartenura Moscato sales took off about six years ago after the “inner-city, hip-hop, millennial crowd started latching onto it,” according to Buchsbaum. In a way, the entertainers are following in esteemed footsteps. The popularity of Moscato wines in the African-American community apparently derives from hip-hop and rap singers such as Lil’ Kim, Drake and Jay-Z, who worked the beverage into their lyrics and music videos. Indeed, at Wells Discount Liquors, which is five miles from the nearest distinctly Jewish neighborhood, Bartenura appears not in the kosher wine section but is grouped elsewhere with the 22 other Moscato offerings, Bartenura being the only kosher one. As to sales figures, Buchsbaum reveals only that they are “in the millions of bottles a year.” Jay Buchsbaum, executive vice president for marketing at the New Jersey-based Royal Wine Corp., which owns Bartenura, says that the market for his Moscato is “overwhelmingly, more than 50 percent” among non-Jewish customers. If shopping in store, please check the bottle for the appropriate vintage.In that, Wallace typifies an unintended but lucrative market for the wine, which in recent years has caught on in a big way among African-Americans and non-Jewish customers more broadly. If this is the case, a comparable vintage of the same wine will be substituted for online orders. In certain circumstances, a specific vintage may not be available. Throw traditional pairing notions out the window, Bartenura Moscato pairs perfectly with whatever you like, especially good company! Tasting Notes: Slightly effervescent or “frizzante” if you’re fancy, with notes of wildflowers, ripe melons and honey followed by flavors of pear, nectarines and apricot. From the Iconic “Blue Bottle Moscato” to our classic Sangiovese “Rosso d’Italia”, Bartenura Wines are made with Italy’s centuries old tradition of making wine with passion and dedication to ensure the best in every bottle for wines that pair perfectly with good food and friends! Overview:Bartenura wines are made from the finest grapes grown throughout Italy’s famed wine regions.
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