NEWS
SALES OF MOSCATO D’ASTI GREW 55% IN ASIA IN THE CHALLENGING YEAR OF 2025
By Staff Reporter
17-3-2026
Source: Asti DOCG Consortium
The sweet sparkling wines of Asti and Moscato d’Asti are toasting in Asia: in 2025, sales in the East grew by an impressive 55 percent for Moscato d’Asti, making the “Celestial Empire” the third-largest market for this type of wine, with Asian markets now accounting for 18 percent of total sales.
Asti Spumante also grew significantly in the Asian region (+20 percent), thanks especially to Japan, the United Arab Emirates, Kazakhstan, and China.
These figures come from the Asti DOCG Consortium, headed by Stefano Ricagno and directed by Giacomo Pondini, which outlines a sharply countertrend scenario in the “Far East” for the denomination, especially considering China, where global wine imports fell by 14.6 percent in value and 26.7 percent in volume, with Italy recording -15.5 percent in value and -14.1 percent in volume (OIV data).
The figures coming from Asia in general, and from China in particular, “sweeten” a difficult year for the wine market and for Piedmont as a whole, penalised above all by negative performance in the USA which absorbs nearly 60 percent of exports as well as in Russia and Europe.
Asti DOCG closed a complicated 2025, squeezed between USA Tariffs - the main market for Moscato d’Asti - and the conflict in Ukraine, with Russia being the top destination for Asti Spumante.
According to NielsenIQ data, this resulted in a 9 percent drop in global sales volume in large-scale distribution and retail (almost 75 million bottles)”, explains a note by the Consortium.
“That this is a difficult phase, not only for our denomination, is nothing new,” said Consortium president Stefano Ricagno. “But for us, the overall contraction in consumption is worsened by tensions in two markets which alone represent more than 40 percent of our sales, and that weighed heavily.”
“Still, in a year full of challenges, there were also positive notes, starting with the clear growth in Asian demand, especially from China, which is taking on significant proportions and is encouraging. We urgently need to broaden our commercial reach,” he added.
(the writer can be contacted at: info@thewinechronicle.com)
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