Between May and June 2026, the Asti DOCG Consortium steps up its presence in the United States with a new phase of its international promotion strategy, bringing Asti Spumante and Moscato d’Asti to some of the most iconic and strategically relevant venues in the American market.
Following the Asti Week in Chicago last April, the focus now shifts to New York—a key city for the denomination and a reference point for the consumption of Piedmont’s aromatic sparkling wines. The programme includes five targeted events addressing trade professionals, media and wine lovers, with the aim of strengthening Asti DOCG’s positioning as a distinctive and versatile expression of Italian wine.
Asti Docg: New York as a Strategic Platform
The U.S. activation restarts in New York, selecting high‑visibility locations such as rooftops, institutional venues and spaces overlooking the Hudson River.
The first appointment takes place on 9 May at the Nine Orchard Hotel, on the occasion of Moscato Day, dedicated to the denomination’s most internationally recognised expression. Alongside tastings and food pairings inspired by global cuisines, the event also introduces a contemporary interpretation: a Moscato d’Asti gelato, highlighting the denomination’s ability to engage with cross‑disciplinary and modern consumption languages.
On 14 and 15 May, Asti DOCG will be among the sponsors of Italy on Madison, hosted at the New York headquarters of ICE – Italian Trade Agency, where Asti Spumante and Moscato d’Asti will be presented both neat and in cocktails, underlining their flexibility across consumption occasions.
Republic Day and the Italy–US Cultural Dialogue
The promotional journey continues in June with participation in the celebration of Italy’s Republic Day, scheduled for 3 June at The Glasshouse on the Hudson River. Promoted by the Consulate General of Italy in New York, the event brings together leading Italian brands from wine and food, design, fashion and innovation.
Within this institutional framework, Asti DOCG acts as an ambassador of Italy’s wine heritage, reinforcing cultural identity and strengthening the dialogue between Italy and the United States.
Atlanta and Chicago: Focus on Moscato d’Asti
From the East Coast, the initiative moves to the heart of the U.S. market. Atlanta hosts the event on 3 June, followed by Chicago on 4 June, for two days entirely dedicated to Moscato d’Asti.
In both cities, producers will meet trade operators, professionals and specialised media, presenting the value of the denomination and its strong link to its territory of origin. These appointments further reinforce the relationship with one of Asti DOCG’s most important export markets, confirming the central role of the United States in the denomination’s international strategy.
