The great Piedmontese sparkling‑wine tradition meets the evolution of contemporary consumption and sets out to win over Gen Z and global markets. Toso presents its Asti Rosé Docg, a new release arriving in the wake of a historic turning point for the entire denomination: the official inclusion of the style in the production regulations, approved and published in the Official Gazette on 23 March 2026. A debut that marks the beginning of a new chapter for one of Piedmont’s most iconic wines, with Toso interpreting this evolution through a product designed for the Horeca channel, out‑of‑home consumption and the most dynamic international markets.
A new chapter for Toso: the blend that unites Moscato Bianco and Brachetto
The introduction of Asti Rosé into the production regulations represents a significant milestone for a denomination that in 2026 was named “Piedmontese Wine of the Year.”
Toso immediately seized this opportunity, developing a wine that aims to combine territorial identity with new consumer needs. At the heart of the project lies the growing demand for wines with moderate alcohol content, versatile and suitable for consumption occasions different from those traditionally associated with aromatic sparkling wines.
The new Asti Rosé Docg was created to interpret market transformations without sacrificing the distinctive traits that have made the denomination famous worldwide.
The core of the project is a blend that enhances two of Piedmont’s most representative aromatic grape varieties.
“As required by the regulations, it is a skilful blend that unites two aromatic varieties symbolic of Piedmont: Moscato Bianco and Brachetto, which gives the wine its typical rosé hue,” says Erica Enzo, winemaker at Toso. “We chose to use the maximum amount of Moscato allowed (90%) to preserve the unmistakable signature of classic Asti Docg. The 10% Brachetto does not overpower the bouquet but refines it with a light floral and fruity profile, supported by a fine and persistent perlage. Moreover, the lower residual sugar compared to Asti Dolce (65 g/l vs. 90 g/l) makes our Asti Rosé much more versatile, because it works beautifully not only with fruit‑based desserts or tarts, but also as a modern aperitif.”
Maintaining Moscato Bianco at 90% therefore preserves the historic identity of Asti Docg, while the contribution of Brachetto introduces a new aromatic, visual and stylistic nuance designed to broaden consumption occasions.
Gen Z and international markets in focus: the Asti Rosé Docg aligned with new consumption styles
One of the central aspects of Toso’s new project is its ability to intercept emerging trends in the international market.
The growing interest in sparkling rosé wines and labels with moderate alcohol content is profoundly reshaping consumer choices, especially among younger demographics and in markets with a strong inclination toward light and versatile products.
In this context, Asti Rosé Docg positions itself as a proposal capable of engaging a new generation of wine lovers while maintaining a strong connection to Piedmont’s enological tradition.
Toso’s strategy pays particular attention to younger consumers and the opportunities offered by foreign markets.
“The sparkling rosé segment and the demand for products with moderate alcohol content are constantly expanding worldwide,” comments Alessandro Toso, marketing manager at Toso. “Our Asti Rosé Docg strategically fits into this niche, aiming to reach consumer segments such as Gen Z and international markets where the combination of sweet aromatics and pink color is highly appealing. Our goal with Asti Rosé Docg is not only to expand the range, but to demonstrate how Toso’s centuries‑old tradition can evolve by offering a contemporary, fresh and sustainable interpretation of Piedmont’s sparkling‑wine excellence.”
With the launch of Asti Rosé Docg, Toso confirms its commitment to interpreting the evolution of the sparkling‑wine sector through a contemporary reading of Piedmont’s viticultural heritage.
The company chooses to enhance two symbolic grape varieties of the territory — Moscato Bianco and Brachetto — translating them into a wine capable of speaking to international consumers and new generations. A project that demonstrates how innovation can arise within tradition, transforming a historic denomination into a modern, versatile language aligned with new trends in the global wine market.
