Tennis fans watching their favorite players swing their rackets at the 2022 BNP Paribas Open Indian Wells tournament, might have noticed during breaks a new TV commercial promoting Asti Spumante Docg. That’s because the Asti Spumante and Moscato d’Asti Docg Consortium expanded their partnership on an international level.
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Here is the TV spot that stars Chef Alessandro Borghese and Lorenzo Sonego (a tennis pro from Turin). The promotion also has airtime during commercial breaks at the Miami Open Tennis Tournament (March 23 – April 3). It will be aired any time the Consortium has a chance to be played during ATP tournaments. The ATP – Association of Tennis Professionals – is the world’s global governing body of men’s professional tennis. As the official sparkling wine, the Consortium gains exposure via ATP’s digital and social channels, which equates to eight million followers.
Chef Alessandro Borghese became the brand ambassador for Asti Docg in April 2020. When Turin was announced, as the host city for the Nitto ATP finals through 2025 it was natural to reach out to Lorenzo Sonego.
“When I knew that Turin was going to host the Nitto ATP Finals for 5 editions, I thought that the venue was going to be the perfect scenario for showcasing Asti Spumante. As the perfect merrymaking wine, with low alcohol, immediately approachable thanks to its aromatic profiles, perfect for celebrating joyous moments with your friends or sport victories”, said Giacomo Pondini, Director of the Asti Consortium, tells Italianfood.net.
In a press release statement announcing the partnership last year Daniele Sanò, ATP Chief Business Officer said, “We’re thrilled to welcome Asti as a global partner of the ATP and to tell the story of their historic brand and premium wines to our international audiences. Asti is also synonymous with the Piedmont region and having our marquee tournament establish its new home there from 2021-2025 presents an exciting opportunity to forge a strategic multi-year partnership.”
Pondini says the campaign is going well, “We are achieving a greater awareness, especially with younger generations of wine consumers that never had the chance to be introduced to Asti wines before. 2021 ended with +12% globally, reaching 102 million bottles sold in both typologies, Spumante and Moscato d’Asti; Italy +35%!”. In 2021 Asti Spumante ended with a +20% in sales. Given all the restrictions in the last two years, supermarkets have grown more, says Pondini.
The Consortium brings together over four thousand companies throughout Piedmont, including wineries, sparkling wine houses, cooperatives and producers. It works to promote the history and values from the UNESCO Heritage vineyards.
