September in Asti, a month of wine and anniversary celebrations
The Barbera d'Asti and Monferrato Wines Consortium is preparing for a September highlight in Asti, with the Douja d'Or and the Festival delle Sagre.
Wine, traditions and territory
September is once again a crucial time for promoting wine and the Asti region, with the Barbera d'Asti e Vini del Monferrato Consortium at the center of the local cultural and food and wine scene. The organization will be a key player in the 2026 Douja d'Or, scheduled for September 11-20 in Asti, and the subsequent Festival delle Sagre, scheduled for September 12-13. This year's event is uniquely significant as it coincides with the eightieth anniversary of the Consortium's founding in 1946. This important anniversary celebrates an eighty-year history dedicated to the protection, growth, and strategic positioning of the excellent winemaking of Monferrato and Piedmont. As President Filippo Mobrici emphasized, the anniversary celebrations offer the perfect opportunity to look to the future, developing communication strategies that can engage with a diverse audience, combining tradition with contemporary trends.
Sensory experiences and new trends at Palazzo Alfieri
Throughout the Douja d'Or, the historic Palazzo Alfieri will become a hub for an immersive experience combining culture, haute cuisine, and winemaking tradition. Visitors will have the opportunity to access tasting tables featuring the finest labels from the consortium's wineries and learn more about each protected appellation. The palazzo will host an exceptional restaurant, created in collaboration with the Agliano Terme and Asti Hotel School, featuring a menu specifically designed to showcase the blend of traditional local dishes and regional wines. The program also dedicates significant space to the evolution of young and contemporary consumption: a mixology workshop is scheduled for Thursday, September 17th. During this event, an expert bartender will create three creative cocktails based on exceptional bases such as Barbera d'Asti DOCG, Grignolino d'Asti DOC, and Cortese dell'Alto Monferrato DOC, offering an original perspective on the potential of these historic grape varieties.
The Festival of Sagre and the protection of a unique heritage
The Consortium's presence will extend alongside the Festival delle Sagre on September 12th and 13th, thanks to a dedicated stand in the central Piazza Campo del Palio. This space will be a key hub for the many enthusiasts and tourists who flock to the city for one of Piedmont's most beloved popular events. The Consortium's space will showcase the region's iconic appellations, ranging from great reds like Barbera d'Asti DOCG, Ruchè di Castagnole Monferrato DOCG, and Grignolino d'Asti DOC, to the fragrant Malvasia di Castelnuovo Don Bosco DOC, Moscato d'Asti DOCG, the nuances of Brachetto, and the crisp white wines of the Piemonte DOC denomination. Guided tastings will provide a firsthand experience of the richness of a Consortium that currently encompasses over 430 wineries and protects 12 appellations. The initiative confirms the desire to consolidate the deep connection between the winemaking industry, cultural identity, and tourism, strengthening Monferrato's position as a top wine tourism destination both nationally and internationally.