Global Moscato Wine Market Size, Share, And Enhanced Productivity By Type (Moscato Bianco, Moscato Rosa, Moscato Giallo, Others), By Sales Channel (Restaurants and Bars, Winery, Liquor Stores, Online Retail, Supermarkets and Hypermarkets, Others), By Region and Companies - Industry Segment Outlook, Market Assessment, Competition Scenario, Trends, and Forecast 2025-2034

Report Overview

The Global Moscato Wine Market is expected to be worth around USD 5.7 billion by 2034, up from USD 2.0 billion in 2024, and is projected to grow at a CAGR of 11.0% from 2025 to 2034. Europe held a 41.40% share in the Moscato Wine Market, generating USD 0.8 Bn.

Moscato wine is a sweet, aromatic wine made mainly from Moscato grapes. It is known for light alcohol, a floral smell, and a fruity taste like peach and orange blossom. Many people enjoy it because it feels fresh, easy to drink, and suitable for casual moments, desserts, and social gatherings.

The Moscato Wine Market refers to the production, distribution, and sale of Moscato wines across retail stores, restaurants, and bars. It connects grape growers, wineries, hospitality outlets, and consumers. This market grows through dining culture, social drinking habits, and the popularity of lighter, sweeter wine styles.

Growth in the Moscato Wine Market is supported by strong restaurant and bar ecosystems. Disaster relief and innovator programs, awarding $4 million in grants to restaurants and bars, helped stabilize on-trade demand. Additional local support, like $200K in grants for restaurants, bars, and coffee shops, further strengthened wine-serving venues.

Demand is closely tied to hospitality recovery and digital engagement. Taiv’s $14.4-million CAD Series A funding helped restaurants and bars improve in-venue advertising, increasing product visibility. Pandemic relief programs also mattered, as Stark County restaurants and bars received $13.9 million, supporting menu expansion and beverage sales.

Future opportunities come from sustained government and legal support for foodservice businesses. Bars and restaurants accessed coronavirus relief grants up to $25,000, while some venues received nearly $1 million through Restaurant Revitalization Fund cases. These funds allow outlets to refresh wine lists, creating space for Moscato growth.

Key Takeaways

• The Global Moscato Wine Market is expected to be worth around USD 5.7 billion by 2034, up from USD 2.0 billion in 2024, and is projected to grow at a CAGR of 11.0% from 2025 to 2034.
• Within the Moscato Wine Market, Moscato Bianco leads type demand with a dominant 63.8% share.
• In the Moscato Wine Market, restaurants and bars drive sales channels, accounting for 34.6% share.
• Europe accounted for 41.40% of the Moscato Wine Market, reaching USD 0.8 Bn in 2024.

By Type Analysis

Moscato Bianco dominates the Moscato Wine Market, accounting for 63.8% share.

In 2024, the Moscato Wine Market saw Moscato Bianco holding a dominant 63.8% share by type, driven mainly by its light taste, floral aroma, and naturally low alcohol content. Consumers increasingly preferred Moscato Bianco because it feels easy to drink and suits both new wine drinkers and casual social occasions. Its gentle sweetness and refreshing profile made it popular at celebrations, brunches, and seasonal gatherings.

Many producers focused on Moscato Bianco because it allows flexible production styles, including sparkling and semi-sparkling formats. Retailers also promoted it heavily as an entry-level wine, which helped increase repeat purchases. The variety performed well across age groups, especially among younger consumers who value approachable flavors over strong tannins. This strong acceptance reinforced Moscato Bianco as the backbone of overall Moscato wine demand globally.

By Sales Channel Analysis

Restaurants and bars lead Moscato Wine Market sales channels with 34.6%.

In 2024, the Moscato Wine Market recorded Restaurants and Bars as a key sales channel, accounting for 34.6% of total consumption. On-premise venues played an important role in shaping consumer preferences, as Moscato wines were often introduced through food pairings, cocktails, and dessert menus. Restaurants favored Moscato due to its versatility with spicy, Asian, and sweet dishes, while bars used it in spritzes and wine-based mixed drinks.

Social drinking trends also supported this channel, as consumers preferred ordering Moscato in relaxed dining settings rather than experimenting at home. The visual appeal of Moscato, especially sparkling versions, helped boost impulse orders. Strong hospitality recovery and rising footfall further supported Moscato wine visibility and trial through this channel.

Key Market Segments

By Type

• Moscato Bianco
• Moscato Rosa
• Moscato Giallo
• Others

By Sales Channel

• Restaurants and Bars
• Winery
• Liquor Stores
• Online Retail
• Supermarkets and Hypermarkets
• Others

Driving Factors

Strong Policy Support Sustains Moscato Market Growth

The Moscato Wine Market is strongly driven by policy-level and institutional support for the wine sector, especially in Europe. The European Union allocates €1.06 billion annually to the wine sector, with budgets remaining steady through 2025, helping vineyards, producers, and supply chains stay stable during changing demand cycles. This support improves quality control, export readiness, and vineyard sustainability, which indirectly benefits Moscato production and availability.

Even when individual projects face challenges, the broader support system keeps the market moving forward. For example, Chapel Down scrapping its £32 million winery project due to slower English wine demand shows that demand can fluctuate, but sector-wide backing still protects long-term growth. Overall, consistent public support cushions risks, encourages innovation, and helps Moscato remain visible and accessible across key wine-consuming regions.

Restraining Factors

Changing Demand And Regulatory Shifts Limit Expansion

The Moscato Wine Market faces restraints from changing consumption patterns and regulatory transitions. In Australia, the wine industry secured a $10 million support boost, even though the sector contributes $51.3 billion annually, highlighting pressure from oversupply and uneven demand. Such conditions can slow new Moscato investments and reduce shelf expansion. In Italy, the wine sector is preparing for a €250 million annual boost linked to the near approval of dealcoholized wines.

While this creates new options, it also shifts attention and resources away from traditional styles like Moscato. Producers may need to adapt labeling, production methods, and marketing strategies, increasing complexity. These combined pressures—from demand volatility to regulatory change—can limit short-term Moscato growth, even though long-term fundamentals remain stable.

Growth Opportunity

Stronger Retail Controls Create New Growth Opportunities

The Moscato Wine Market has a clear growth opportunity in improving retail controls and store-level transparency. A case where an employee stole more than $100,000 from a Salt Lake County liquor store over three years highlights gaps in monitoring and inventory systems. For Moscato sellers, this situation encourages tighter stock tracking, digital billing, and smarter point-of-sale systems.

As stores invest in better controls to avoid losses, product availability and shelf accuracy improve. This creates a safer and more reliable environment for wine sales, helping Moscato brands maintain a consistent presence. Stronger controls also build trust with distributors and regulators, making it easier to expand store networks. Over time, improved retail discipline supports stable sales growth and reduces hidden losses that previously limited market potential.

Latest Trends

Lifestyle Branding And Viral Culture Shape Moscato Trends

A major trend shaping the Moscato Wine Market is the growing influence of lifestyle branding and viral culture. Hard Rated becoming a $500 million cash-generating brand despite an alcohol slowdown shows how strong branding can outperform the market. Moscato benefits from a similar lifestyle positioning through fun, social, and casual drinking occasions.

At the same time, viral stories like a drunk raccoon inspiring merchandise and raising $150,000 for a Virginia animal shelter reflect how humor and storytelling now drive consumer engagement. This trend signals that emotional connection, social sharing, and brand personality matter as much as taste. Moscato wines that align with lighthearted moments and social experiences are better placed to stay relevant and visible.

Regional Analysis

In 2024, Europe led the Moscato Wine Market at 41.40%, valued at USD 0.8 Bn.

Europe dominated the Moscato Wine Market, holding a 41.40% share and valued at USD 0.8 Bn, with market value also referenced at USD 0.9 Bn, reflecting its strong and mature wine culture. Europe’s leadership is supported by long-established Moscato production, deep consumer familiarity, and widespread on-trade and off-trade availability, making it the clear regional benchmark.

North America followed as a key consumption region, driven by growing preference for sweeter, low-alcohol wines and strong visibility of Moscato across casual dining and social occasions. The Asia Pacific region showed steady momentum, supported by expanding wine awareness, urban lifestyles, and increasing experimentation among younger consumers in metropolitan markets.

Meanwhile, Middle East & Africa represented a smaller but evolving landscape, where selective premium consumption and tourism-linked demand supported Moscato visibility. Latin America contributed through cultural openness to aromatic and sweet wines, supported by social drinking traditions and restaurant-led exposure.

Key Regions and Countries

• North America
  • US
  • Canada
• Europe
  • Germany
  • France
  • The UK
  • Spain
  • Italy
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • South Korea
  • India
  • Australia
  • Rest of APAC
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• Middle East & Africa
  • GCC
  • South Africa
  • Rest of MEA

Key Players Analysis

COPPO S.R.L. represents heritage-driven strength in the Moscato wine segment. The company benefits from its long-standing winemaking tradition and strong association with classic Italian Moscato styles. COPPO’s focus on quality-controlled production, regional authenticity, and consistent flavor profiles supports its credibility among traditional wine consumers. Its positioning leans toward premium and heritage-conscious buyers, helping the brand maintain stable demand in mature wine markets. The company’s disciplined approach to vineyard management and cellar practices reinforces trust and repeat consumption, especially in markets that value origin and craftsmanship.

MICHELE CHIARLO stands out for its balanced strategy between tradition and modern winemaking. The brand is recognized for its refined Moscato expressions that emphasize aroma clarity and freshness. From an analyst’s view, Michele Chiarlo’s strength lies in brand storytelling and controlled distribution, which support premium positioning without overexposure. Its Moscato offerings align well with consumers seeking elegant, food-friendly wines, allowing the company to sustain relevance across both hospitality and specialty retail channels.

In contrast, Barefoot Cellars operates with a volume-driven, consumer-friendly model. Barefoot’s Moscato benefits from approachable pricing, broad availability, and strong brand recognition. Its playful branding and easy-drinking profile appeal strongly to new wine drinkers and casual consumers, making it a powerful mass-market force within the Moscato category globally.

Top Key Players in the Market

• COPPO S.R.L.
• MICHELE CHIARLO
• Barefoot Cellars
• Azienda Agricola Saracco
• yellow tail
• Stella Rosa
• Sutter Home Winery, Inc.
• Bartenura
• Innocent Bystander
• La Spinetta

Recent Developments

• In October 2024, La Spinetta released its 2024 vintage of Moscato d’Asti “Bricco Quaglia,” a single-vineyard aromatic sweet wine made from 100 % Moscato Bianco grapes in Piedmont. This release highlights La Spinetta’s continued production of sustainably farmed Moscato wine from vines averaging around 40 years old on calcareous, sandy soils, resulting in fresh, fruit-driven flavors with floral notes and a delicate finish. The “Bricco Quaglia” remains one of Italy’s iconic Moscato offerings with a strong presence in fine wine portfolios and reflects La Spinetta’s commitment to quality and tradition in the Moscato category.
• In 2024, Innocent Bystander introduced its 2024 Victoria Pink Moscato, a sparkling Moscato wine crafted in the Victoria region of Australia. This wine features natural sweetness, light bubbles, and fresh fruit flavors, making it an easy-drinking choice for casual gatherings and warm-weather occasions. The release reflects the brand’s focus on approachable and fun varietals that resonate well with everyday wine drinkers who enjoy aromatic Moscato styles. The product has been made accessible through online retailers and stores, drawing attention for its lively profile and crowd-pleasing character.

Report Scope