The Truth About Nicki Minaj's MYX Fusions
Rap superstar Nicki Minaj is known for her hit singles "Super Bass" and "Starships," as well as her eccentric outfits and stint as a judge on "American Idol" (via The Drinks Business). However, she's also the part owner, creative director, and brand ambassador of MYX Fusions, a wine company offering both Sangrias and Moscatos. According to the brand's official website, Minaj didn't want to create "just another ordinary wine." Instead, she wanted to "make something special, something unique, something that I would love to drink."
After developing "a completely different experience," Minaj, who initially came aboard the company in 2013 to "energize the masses," featured her drinks in Ciara's single "I'm Out," which included the line, "If I'm sippin' in the club, Myx Moscato." Speaking of Minaj's addition to the brand, Mona Scott-Young, chief marketing officer for MYX Fusions, said, "She embodies everything that MYX Fusions represents: style, spontaneity, and the desire to push the envelope and inspire change" (via The Drinks Business).
Nicki Minaj knew her partnership would be successful
Minaj also felt secure about the partnership and the marketability of the Moscatos. "I'm so excited to team with MYX. I have no doubt that it will be number one. It's a great tasting product that people will love. It's not even a hard sell. MYX Fusions gives us an opportunity to [revolutionize] the wine industry," she said (via The Drinks Business).
Today, MYX Fusions produces Moscato in four flavors, including Original, Coconut, Mango, and Peach, which are sold in 187 milliliter four-packs, 375 milliliter bottles, and 750 milliliter bottles, and offers Sangria in three flavors, including Classico, Tropical, and Redberries, sold in the same sizes as the Moscato (via MYX Fusions). The company has also branched out with Chardonnay and Rosé.
In June 2021, MYX Fusions began producing a light Chardonnay and a light Rosé, both of which were made available in four-can packs. In a press release, MYX's CEO, Peter D. Reaske said, "We knew if we entered the on-fire 'light' category, we needed a product that didn't compromise taste or quality, and at 75 calories per serving, MYX Light delivers exactly what consumers are looking for – great-tasting, 'sessionable,' refreshing, easy-to-drink, lower-calorie wines" (via Brewbound).