Sweet Sparkling Wine Asti Poised for Comeback, Experts Say

Asti Spumante, the once-popular Italian sparkling wine, is on the cusp of a revival, according to wine experts who argue the drink has been unfairly maligned. Once a fixture in British supermarkets in the 1970s and 80s, Asti's reputation took a downturn, earning it the dismissive moniker 'nasty Asti'. However, with the introduction of a new rosé version and a renewed appreciation for its natural sweetness, industry insiders believe Asti is poised to reclaim its former glory.

Richard Bampfield, a master of wine and Lidl's in-house expert, described the 'nasty Asti' label as 'ridiculous.' He noted that in the early days of supermarket wine sales in the UK, Asti was among the first wines to gain widespread popularity. "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... Asti was one of those original wines... supermarkets popularised it."

For two decades, Asti enjoyed significant popularity, largely driven by brands like Martini & Rossi. Its ubiquity in the 1980s coincided with a growing interest in wine as a lifestyle choice. However, as the wine market expanded in the late 1980s and early 1990s, consumers began seeking wines from further afield, particularly Australia, which were perceived as more accessible and better marketed.

"Asti was lumped in with those," Bampfield explained, referring to European wines that were quickly perceived as dated. This shift led to sweeter wines like Asti being relegated to a lower tier, often associated with less sophisticated palates, a perception Bampfield attributes to a uniquely British bias.

"In the main wine producing countries, sweet wines are treated with way more respect and equal appreciation as they are dry wines. It's just here that sweet wines have a bad reputation," he stated. Bampfield clarified a common misconception: Asti's sweetness is natural, derived from halting the fermentation process at around seven percent alcohol, preserving the grape's natural sugars, rather than from added sugar, which is illegal in wine production.

Globally, Asti DOCG sales saw a decline of nine percent in 2025, according to The Drinks Business. However, experts see potential in attracting younger consumers, such as Gen Z, who may be more receptive to sweeter profiles, especially those accustomed to sweet soft drinks. Ryan Manna, a New York-based drinks expert, highlighted Asti's affordability as a key advantage, making it an accessible choice for both consumers and restaurants.

This year marks the official introduction of Asti rosé by the Consorzio Asti DOCG, with UK supermarkets, including Lidl, stocking the new variety for the first time. Lidl has partnered with Fratelli Martini to bring its Allini Asti Rosé to market. Bampfield suggests that the timing is ideal, recommending Asti as a complement to sweet and fruity flavors.

He advocates for drinking Asti chilled, ideally in a flute glass to appreciate the bubbles. He also suggests adding frozen fruit, like strawberries, to keep the drink cool while enhancing its visual appeal and flavor. Bampfield encourages consumers to trust their own preferences. "With wine, it's as if there are 'rights' and 'wrongs', but wine is just like food. You should feel free to enjoy what you like without judgment from other people," he said.