This is surely what Steve Stoute meant by a "tanning moment", as defined in his new book The Tanning of America: How Hip Hop Created A Culture That Rewrote The Rules of the New Economy.

Nat DiBuduo is the head of the California wine grape growers marketing cooperative, Allied Grape Growers. Moscato is a sweet wine that is made from the muscat grape. In a recent story with Fresno, California’s ABC affiliate Nat DiBuduo stated there’s been a rise in moscato’s popularity that has caught the wineries by surprise; the muscat grape acreage in the Valley has doubled in two years. 

On "Do it now" Drake rapped, "It’s a celebration clap clap bravo, lobster and shrimp and a glass of moscato." For the remix of Teirra Marie’s "Make Her Feel Good", Kanye flowed "Lazing in a hammock, chilled glass in hand, I’m sipping my new favorite summer wine, moscato d’Asti." Soulja Boy even referenced the sweet wine in his remix of "Pretty Boy Swag", which featured Gucci Mane.

As a result, California grape growers believe that the combination of rhyming about the wine and the influence these rappers have on their fans have turned them into wine drinkers. One California winery has expanded their business by 40 acres to grow muscat grapes exclusively.

For more on this story, visit ABC-30.