Sweet Sparkler Asti Eyes Comeback Amidst Rosé Launch and Shifting Tastes

Asti Spumante, the once-popular sweet sparkling wine from Italy's Piedmont region, is poised for a revival, challenging its long-held reputation as an unsophisticated "naff" drink. Experts attribute the wine's decline in popularity partly to the rise of more globally diverse wine options in the late 1980s and early 1990s, which led to Asti being perceived as "yesterday's wine."

Richard Bampfield, a master of wine and a consultant for Lidl, argues that the "nasty Asti" moniker is "ridiculous." He noted that in the 1970s and 1980s, Asti was a prominent choice, especially with the growth of supermarkets in the UK that made wine more accessible. "When I first started in the wine business in the early 1980s, most wine in those days would have been sold in grocers and over the counter, because supermarkets barely existed," Bampfield told the Daily Mail. "It was only with the arrival of supermarkets that wine became more popularised."

Martini Rossi's Asti DOCG, in particular, enjoyed widespread popularity, aided by significant advertising campaigns during the 1980s. "In the 80s and 90s Asti was big business," Bampfield said, recalling a generation that embraced wine as part of their lifestyle.

However, as the wine market expanded and consumers began exploring wines from regions like Australia, Asti, along with other sweeter wines, fell out of favor. Bampfield suggests that a cultural bias developed in the UK, associating a preference for dry wines with sophistication, a sentiment not shared in traditional wine-producing countries where sweet wines are equally respected.

Misconceptions about Asti's sweetness also persist, with many assuming sugar is added. Bampfield clarified that the sweetness is natural, derived from halting the fermentation process at around seven percent alcohol, leaving natural grape sugars. "It's actually illegal to add sugar to wine," he stated.

The wine's low alcohol content and sweet profile made it easy to consume in larger quantities, contributing to a reputation for causing hangovers and reinforcing its "downmarket" image. Global sales of Asti DOCG reportedly fell by nine percent in 2025, according to The Drinks Business.

Hope for a resurgence comes with the recent introduction of Asti rosé to the market. The Consorzio Asti DOCG officially approved the category this year, and UK supermarkets, including Lidl, are now stocking it. Lidl has partnered with Italian supplier Fratelli Martini to offer its Allini Asti Rosé.

Experts like Bampfield see Asti as an ideal entry point for younger consumers, particularly those accustomed to sweeter beverages. "These days, the wine business constantly complains that it's struggling to attract younger customers, i.e. Gen Z, to wine. Asti's perfect," he explained. He described it as a "perfect Segway" into the world of wine.

Ryan Manna, a New York-based drinks expert, also highlighted Asti's affordability as a positive factor, making it an accessible choice for both consumers and restaurants. "Its affordability is a plus, serving as an invitation for a restaurant to experiment, as well as a low-risk purchase for the consumer," Manna told Food & Wine magazine.

Bampfield recommends serving Asti well-chilled in a flute glass, perhaps with frozen fruit like strawberries added. He suggests it pairs well with fruit salads and fresh fruits, complementing their flavors. "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 added, encouraging consumers to enjoy wine without judgment.