According to figures from the Asti DOCG wine Protection Consortium, the first half of 2024 closed with sales volumes virtually unchanged from last year, totaling €43.5 million. This was the result of a 6% decline in Asti Spumante sales (26.7 million bottles) offset by a 12% surge in Moscato d’Asti (16.8 million bottles), which rebounded strongly after a challenging 2023.
Overall, domestic and international sales grew by a modest 0.4%, reaching 34.1 million bottles. “Compared to the broader Italian wine market, the Asti DOCG label is proving far more attuned to emerging markets,” the Consortium noted. “For example, Moscato d’Asti now generates over 15% of its export sales in Asia, four times the average share for Italian wine in the region.”
A similar trend was observed for Asti Spumante in Eastern Europe and Russia, which now account for 46% of sales, compared to a national average of just 12% for the region. In total, Asti Spumante sales reached 22.1 million bottles in the first half of 2024, a -3.3% drop year-on-year, while Moscato d’Asti posted a 7.8% increase, selling 11.9 million bottles. The U.S. remained the largest market for both varieties (8 million bottles, down 0.5% from the same period in 2023), followed by Russia (6.55 million bottles, up 11%), Germany (2.8 million, down 12.5%), Italy (2.5 million, down 13%), and the UK (2.45 million, up 1%). Other markets showed impressive gains, led by Poland, where sales jumped 55% to nearly 2 million bottles, followed by South Korea (+28%) and France (+27%). Rounding out the top 10 were China (-2.7%) and Greece (+2.4%).
On the promotional front, the Asti DOCG Consortium has allocated €1.5 million this year to boost its presence in four key markets: the U.S., UK, Canada, and Switzerland. Together, these markets represent a third of the denomination’s total sales. The Consortium is also pursuing an active presence at major trade shows, such as Prowein and Vinitaly, while sponsoring major tennis events, including the Internazionali BNL d’Italia in Rome and the Nitto ATP Finals in Turin, scheduled for November 10-17.
SPUMANTE GAINS IN EASTERN EUROPE, FALTERS IN THE AMERICAS AND ASIA
Sales data for the first half of 2024 highlight a shift in demand for Asti Spumante, with Eastern Europe, including Russia, surpassing Western Europe for the first time. Sales in the region climbed to 10.1 million bottles, compared to 8.6 million in Western Europe, driven by a strong 11% increase in Russia and double-digit growth across Eastern European markets such as Poland, Greece, Romania, and the Czech Republic. By contrast, sales fell 8.5% in central and western Europe, with significant declines in Germany (-12%) and Italy (-26%), where consumption now accounts for less than 6% of total sales.
MOSCATO D’ASTI: U.S. AND ASIA LEAD RECOVERY (+8%)
Moscato d’Asti DOCG has returned to growth, driven by a 10% increase in the Americas, where over seven million bottles were sold. Buoyed by this and robust demand in Asia, Moscato d’Asti’s total sales reached nearly 12 million bottles by mid-2024, an 8% rise year-on-year. Asia saw a 6.5% boost, with China (+14%) becoming the fifth-largest market and South Korea (+28%) ranking third, ordering 687,000 bottles. Other promising markets, including Japan, Singapore, and Thailand, helped mitigate a slowdown in Taiwan, traditionally a key market for Moscato d’Asti. The U.S., the largest global market for this wine, saw a 10% increase, with sales reaching 6.6 million bottles in the period.