T
he Consorzio Barbera d’Asti e Vini del Monferrato closes 2025 on a positive note, with an increasingly clear strategic vision. Over the past year, the Consorzio has been active on multiple fronts to enhance the value of its appellations—through an intense promotional effort across the territory, a strong and consistent presence at key industry events, and a strengthened dialogue with international markets. “2025 marked an important milestone in the Consorzio’s growth journey: we invested in events, relationships, and content to make Barbera d’Asti DOCG an increasingly recognizable wine—closer to people and able to speak a contemporary language,” says Vitaliano Maccario, President of the Consorzio Barbera d’Asti e Vini del Monferrato. “The ‘pop’ positioning of Barbera does not mean simplification, but accessibility, versatility, and identity. These are the foundations on which we look to 2026, with the goal of consolidating our results and further expanding our audience and reference markets.” Throughout the year, the Consorzio developed a rich and structured calendar of initiatives designed to tell the story of its appellations in a direct and engaging way. Among the flagship events was the Barbera d’Asti Wine Festival, a symbol of the Consorzio’s strategy, which—together with iconic events such as the Douja d’Or, the Festival of Sagra Festivals, and the Giro di DOC project—brought Barbera and Monferrato wines back to the heart of their territory. These initiatives involved producers, professionals, and the public in an experiential format that seamlessly combined tasting, storytelling, and conviviality. Special emphasis was also placed on the Ruchè Preview, a key moment to showcase one of Monferrato’s most distinctive DOCGs. The event offered the press and industry professionals an up-to-date perspective on the grape variety and its evolution, strengthening its positioning within the national wine landscape. Alongside public-facing and trade-focused events, 2025 also saw significant press relations activity. A structured program of sample collection and distribution targeted leading national publications and selected international media, encouraging in-depth coverage, comparative tastings, and a strong presence of the Consorzio’s appellations in major wine guides and trade publications. Equally strategic was the Consorzio’s participation in major trade fairs, particularly Vinitaly, which once again confirmed its role as an authoritative voice in international markets. Despite a complex global context, the event recorded strong interest from buyers—especially from the United States—further enhanced by dedicated incoming activities such as meetings with buyers from the Pennsylvania Liquor Control Board, opening up new commercial opportunities for member wineries. On the international front, 2025 also saw the Consorzio engaged in promotional activities in Norway, fostering a cross-cultural dialogue that highlighted the versatility of its protected appellations. Alongside B2B initiatives, the Consorzio continued its work on a contemporary narrative of Monferrato through widespread events, guided tastings, and innovative formats designed to attract an increasingly broad and cross-generational audience—particularly younger consumers—reinforcing the image of Barbera d’Asti as a high-quality everyday wine: authentic, accessible, and deeply rooted in its territory. The Consorzio Barbera d’Asti e Vini del Monferrato thus closes 2025 “with a clear and shared vision, laying the groundwork for a 2026 focused on continuity, market development, and an ever more effective enhancement of the appellations and producers of Monferrato.”
Source: IL MONFERRATO.IT
