Asti Sparkling Wine Aims for Comeback with Rosé Launch Amidst Rebranding Efforts

Asti Spumante, the Italian sparkling wine that was a sensation in the UK in the 1970s, is aiming for a revival with the introduction of a rosé version. Once a fixture in British supermarkets, Asti developed a reputation as a low-brow, overly sweet beverage, often dubbed 'nasty Asti' and dismissed by some as 'the poor man's champagne.' Experts, however, argue the wine, made from Moscato Bianco grapes in Italy's Piedmont region, has been unfairly maligned and is poised for a comeback.

Richard Bampfield, a master of wine for Lidl, believes Asti is a versatile summer drink and that its negative moniker is unwarranted. He recalled that in the early 1980s, when supermarkets were just emerging, Asti was among the limited wine selections available and widely popular. "Asti would have been one of those wine styles at the time," Bampfield told the Daily Mail. "Supermarkets popularised it."

During the 1980s and 1990s, brands like Martini Rossi's Asti DOCG dominated the market with extensive advertising campaigns. Bampfield noted that for his generation, discovering wine was a new lifestyle element, and Asti was a readily available choice. However, as the wine market expanded in the late 1980s and early 1990s, consumers began exploring wines from further afield, particularly Australia. "[Australian producers] communicated about wine far better than the Europeans had been and suddenly, everyone wanted Australian wines," Bampfield explained. "So the wines we'd previously been drinking were yesterday's wines. Asti was lumped in with those."

This shift contributed to sweeter wines like Asti being perceived as less sophisticated. Bampfield countered this perception, stating that in most wine-producing countries, sweet wines are treated with equal respect to dry wines, and the negative association is largely a British phenomenon. He also clarified a common misconception about Asti's sweetness. "It's actually illegal to add sugar to wine," he said. "The sweetness in a wine like Asti is natural sweetness." This sweetness is achieved by halting the fermentation process when the alcohol content reaches about seven percent, leaving natural grape sugars.

Despite global sales of Asti DOCG falling by nine percent in 2025, there is optimism for its resurgence. Experts suggest Asti could be instrumental in attracting younger consumers, such as Gen Z, to wine. Bampfield described it as a "perfect Segway" for individuals accustomed to sweet soft drinks. Ryan Manna, a New York-based drinks expert, also highlighted its affordability as a benefit, making it a low-risk purchase for consumers and an easy option for restaurants to offer.

The introduction of Asti rosé, officially sanctioned by the Consorzio Asti DOCG this year, marks a significant development. UK supermarkets, including Lidl, are now stocking the new variant, with Lidl partnering with Piemonte-based supplier Fratelli Martini for its Allini Asti Rosé.

Bampfield suggests that Asti pairs well with sweet and fruity flavors and encourages consumers to trust their own taste preferences. "I'd love if people had more confidence in their own taste and didn't think they should be hostages to what other people say they should or shouldn't like," he stated.

For those looking to enjoy Asti, Bampfield recommends serving it well-chilled in a flute glass. He suggests adding frozen fruit, like strawberries, to keep it cool and enhance its flavor. Asti can be enjoyed on its own or as a complement to fruit salads and fresh fruits.