Much of Moscato’s success can be attributed to its approachable and inviting flavour. The grape variety is characterised by its fragrant aromas, light body, and sweeter taste. Moscato has become increasingly popular in Australia due to its easy-drinking appeal. Millennials, in particular, are drawn to this variety as it can act as an entry point for those who are new to the world of wine, with an estimated 50% of Moscato drinkers being under 45 years old. There is no doubt that millennials hold the key to the future of the wine industry. This generation is bigger than the baby-boomer generation and has a very different approach. Their approach to wine drinking is driven by a passion for quality, authenticity, and discovery (Market Watch 2015). They are more casual and are looking for great-value products that do not compromise on quality.