Growth of Barbera d’Asti DOCG Superiore and new initiatives to make the Barbera grape appeal to an ever-wider audience
Costigliole d’Asti, February 12th, 2025 – The Consorzio Barbera d’Asti e Vini del Monferrato wraps up 2024 with remarkable results, consolidating the position of its 13 appellations in both national and international markets through targeted strategies and innovative projects.
Among the most significant achievements is the performance of Barbera d’Asti DOCG Superiore, which recorded an increase of over 200,000 bottles produced compared to the previous year. This result highlights the versatility of the appellation, capable of captivating an increasingly diverse audience—from consumers who enjoy accessible and convivial wines to those seeking a more intense and structured experience.
“We’ve worked to make Barbera d’Asti and Monferrato wines more accessible and beloved, focusing on quality, authenticity, and effective communication,” said Vitaliano Maccario, President of the Consorzio. “In 2025, we will continue along this path, with particular attention to events and collaborations that will make Barbera d’Asti an increasingly ‘pop’ wine, closer to consumers around the world. We are working tirelessly on the second edition of the Barbera d’Asti Wine Festival, aimed at promoting the Monferrato appellations in their own territory while also reaching closer to consumers, highlighting our producers who dedicate themselves daily to bringing this wine and the Monferrato region to global recognition.”
This enthusiasm is reflected in the strong performance of the region’s key appellations. Monferrato DOC Nebbiolo, for example, grew by 11%, surpassing 500,000 bottles. This result confirms Monferrato’s ability to elevate this grape variety, making it increasingly competitive within the Piedmontese wine landscape and beyond.
In broader appellations, Piemonte DOC saw a 3% increase, approaching an additional one million bottles compared to the previous year. Notably, Piemonte DOC Barbera maintained a solid position with over 16 million bottles (+0.4%), while Piemonte DOC Barbera Passito achieved an impressive +19.36%, exceeding 1.1 million bottles. A standout success was the dual-varietal innovation, Piemonte DOC Barbera-Nebbiolo, which posted an extraordinary +359% growth, surpassing 500,000 bottles.
In the white wine segment, Piemonte DOC Chardonnay reached an all-time high, growing by 7.6% to 2.174 million bottles produced, reaffirming its growing appeal among consumers. Ruchè di Castagnole Monferrato DOCG remained stable above one million bottles (+1.6%), while Terre Alfieri DOCG, though still with modest volumes, showed an 8% increase—a promising sign for the future.
These achievements reflect the success of initiatives undertaken in 2024, such as the inaugural Barbera d’Asti Wine Festival, which celebrated the essence of Barbera with an innovative and engaging format. International events like the Barbera d’Asti Fish Festival in Oslo and in the Netherlands and Belgium strengthened the Consorzio’s presence in foreign markets. Meanwhile, consolidating efforts in the United States and Canada provided additional momentum for exports.
In 2025, the Consorzio Barbera d’Asti e Vini del Monferrato will be increasingly committed to promoting the territory and its appellations through a series of events designed to make Barbera d’Asti an accessible, youthful wine suitable for a wide range of occasions.
Events such as the Barbera d’Asti Wine Festival, participation in trade fairs like Vinitaly in Verona from April 6th to 9th , and numerous other initiatives will offer unique opportunities to get to know these extraordinary wines more closely. This ambitious project aims to bring young people closer to the winemaking culture of Monferrato through innovative formats such as experiential events in Italy and abroad, social media campaigns, local events, and workshops. The goal is to position Barbera d’Asti as a contemporary symbol of quality, tradition, and enjoyment.
THE CONSORZIO BARBERA D’ASTI AND MONFERRATO WINES
The Consorzio Barbera d’Asti e Vini del Monferrato, founded in 1946, is dedicated to protecting and promoting its appellations to ensure their recognition and image in both national and international markets, also through the use of distinctive trademarks. Currently, the Consorzio represents more than 421 member wineries and safeguards 13 appellations.
