Officially entered in the specification in March, the new Asti Rosé combines Moscato and Brachetto and aims to win new consumers and drinking occasions. Early estimates between 5 and 10 million bottles.
For those who love this type of wine, sweet sparkling wines, Asti and Brachetto are a must. I am among them and have always had a soft spot for both types (although, I confess, I have often been “betrayed” by products that were too sweet, of poor quality and that had nothing to do with the delights that can come from these aromatic grapes).
Knowing that a new sparkling wine is born that is a blend of the two fascinates me: it was not born for fun, the result of the joke of those who like to mix whatever is at hand. It is the child of a serious project of the Asti Docg Consortium, which decided to enter the world of Rosé.
The debut at Vinitaly
The Consortium chose Vinitaly for the first official toast ofAsti Rosé, marking the entry of the new type into the panorama of Piedmontese aromatic bubbles. A symbolic but strategic launch, aimed at renewing the image of the denomination.
The new typology was approved after a process started at the end of 2023 and allows for a very wide (perhaps too wide) stylistic range, from sweet to extra brut, “leaving wineries ample stylistic freedom also depending on the target markets.” Blend includes Moscato between 70 percent and 90 percent and Brachetto between 10 percent and 30 percent, configuring a product unprecedented in the Italian context.
The first bottles can be brought to market within a few weeks. About ten companies are currently in the trial phase, with initial production estimated at between 5 and 10 million bottles.
Markets and prospects
Europe, North America and, optimistically, Russia are the main target markets, in addition to Italy. Early signals from importers and distributors indicate an already concrete interest.
According to Consortium President Stefano Ricagno, Asti Rosé represents a key step in making the denomination more versatile and contemporary, moving beyond consumption tied to celebratory occasions only. The doubt that the success of Prosecco Rosé has something to do with it comes, but after all, what’s wrong with that?
The analyses
Initial analyses identify as the main audience a female group between 35 and 50 years old, with good knowledge of wine and a propensity for experimentation. A target audience consistent with product positioning.
As I said, the idea is fascinating. The product tasted – consortium bottle at presentation – seems to match the hypothesized characteristics, combining the aromaticity of both varieties. It will be interesting to see the different company interpretations.
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