BARBERA D'ASTI AND MONFERRATO WINES CONSORTIUM | 2025: EVENTS AND LOCAL PROMOTION

The Barbera d'Asti e Vini del Monferrato Consortium closed 2025 with a positive balance and increasingly defined plans. This year saw the Consortium engaged on several fronts in promoting its denominations, through intense promotional activities in the region, a constant presence at key industry events, and a strengthening of its dialogue with international markets.

“ 2025 represented an important step in the Consortium's growth path: we invested in events, relationships, and content to make Barbera d'Asti DOCG an increasingly recognizable wine, close to people and capable of speaking contemporary languages, ” says Vitaliano Maccario, President of the Barbera d'Asti and Vini del Monferrato Consortium . “The “pop” positioning of Barbera does not mean simplification, but accessibility, versatility, and identity. It is on this basis that we look to 2026, with the aim of consolidating the results achieved and further expanding our audience and target markets .”

Over the course of the year, the Consortium has developed a comprehensive calendar of initiatives designed to showcase the appellations in a direct and engaging way. Among the key events is the Barbera d'Asti Wine Festival , a symbol of the Consortium's strategy. Together with identity-building events such as the Douja d'Or, the Festival delle Sagre, and the Giro di DOC project, these festivals have brought Barbera and the wines of Monferrato to the forefront of their territory, engaging producers, operators, and the public in an experiential format that combines tasting, storytelling, and conviviality.

The Ruchè Preview was also particularly noteworthy, a key opportunity to showcase one of Monferrato's most distinctive DOCGs. It offered the press and industry professionals an up-to-date look at the grape variety and its evolution, strengthening its position on the national scene.

Alongside events open to the public and operators, 2025 saw significant press relations work, through a structured activity of collecting and sending samples to the main national newspapers and selected international media, aimed at promoting in-depth analysis, comparative tastings and a qualified presence of the Consortium's denominations in the main sector guides and publications.

The Consortium's presence at industry trade fairs , particularly Vinitaly, was also strategic, confirming its role as a leading player in international markets. In a complex global context, the event attracted strong interest from buyers, especially from the United States, which was further strengthened by dedicated incoming activities, such as the meeting with buyers from the Pennsylvania Monopoly, which opened new business opportunities for member companies.

On the international front, 2025 also saw the Consortium engaged in promotional activities in Norway, in a dialogue between cultures that enhanced the versatility of the protected denominations.

Alongside B2B activities, 2025 saw the Consortium continue its work on the contemporary narrative of Monferrato , through widespread events, guided tastings, and formats capable of reaching an increasingly broad and transversal audience, particularly the new generations, strengthening the image of Barbera d'Asti as a quality everyday wine, authentic and deeply rooted in the territory.

The Barbera d'Asti and Vini del Monferrato Consortium thus closes 2025 with a clear and shared vision, laying the foundations for a 2026 oriented towards continuity, market development and an increasingly effective valorisation of the denominations and producers of Monferrato.