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The Consorzio dell’Asti DOCG, a valued partner and proud member of the Wine Travel Awards community, has shared exciting updates and event highlights from the past months. This marks the third consecutive year of our fruitful collaboration, and we are delighted to continue showcasing their outstanding contributions to the world of wine and travel.
A warm September sun accompanied the amateur running event that winds through the scenic paths, landmarks, and culinary highlights of the Langhe region, aiming to promote the territory through sport. Participants could choose between four routes of varying elevation and difficulty, all starting and ending in Santo Stefano Belbo. The Consortium, one of the event’s official sponsors, was also present with the ApeGlam, offering athletes a refreshing glass of Asti or Moscato d’Asti DOCG as a reward.
The autumnal landscape of Hudson Valley in Upstate New York, combined with warm and cozy atmospheres, set the stage for a unique getaway organized for 10 lifestyles, food, and wine influencers. The late-October weekend featured wine tastings, mixology sessions, cooking classes, and an exquisite menu blending Italian and international cuisine, offering guests a deeper exploration of Asti Spumante and Moscato d’Asti.
The all-encompassing experience provided not only gastronomic pleasures but also moments of wellness, including Pilates lessons and a cooking masterclass to demonstrate how these wines can be incorporated into gourmet dishes.
Each influencer shared the most memorable highlights of the three-day Asti DOCG event with their followers, capturing the essence of this unforgettable experience. The weekend also included branded gifts for the participants, such as water bottles, mugs, hoodies, Pilates mats, pens, blankets, and more.
This exclusive event blended the enjoyment of fine wine, conviviality, creativity, and relaxation, leaving participants with lasting memories.
The occasion also featured a professional photoshoot, producing photo and video content that captured the most significant moments of the experience, including wine pairings with Asti DOCG bottles in various scenic and unique settings.
The Milano Wine Week kicked off with a toast featuring Asti DOCG, the renowned aromatic sparkling wine from Piedmont. On Saturday, October 5, at 6 PM, the traditional inaugural toast took place in Piazza Tre Torri within the City Life Shopping District, marking the beginning of the week-long wine celebration, which lasted until Sunday, October 13. The event, free and open to the public, featured the Asti DOCG Consortium as the Sparkling Wine Partner for the opening ceremony, alongside Carrefour Italia, the main sponsor of MWW2024. The seventh edition of Milano Wine Week offered nine days filled with tastings, masterclasses, immersive experiences, and insightful sessions, catering to both wine professionals and enthusiasts, with a particular focus on engaging the new generation of consumers.
From November 10 to 17, the Asti DOCG Consortium once again served as the Official Sparkling Wine and Silver Partner of the prestigious Nitto ATP Finals in Turin, Italy. Celebrating its fourth year of partnership, the event brought together the world’s top eight tennis players, including hometown favorite Jannik Sinner, at the Inalpi Arena.
A Strategic Collaboration with Tennis
The partnership links the Asti DOCG brand to the world of tennis, expanding its appeal to new audiences. “This collaboration allows us to align the Asti brand with sports, particularly tennis, and reach a broader audience of enthusiasts and potential consumers,” noted Giacomo Pondini, Director of the Asti DOCG Consortium. The partnership will continue into 2025, with Asti DOCG present at key tournaments such as the Rome Masters 1000.
Event Highlights
The Finals were accompanied by a variety of activities in Turin:
Celebrations and Entertainment
Asti DOCG was also featured during the Grand Opening Show on November 8, where cocktails were crafted by brand ambassador Giorgio Facchinetti, and performances by artists like Marco Mengoni, Madame, and Blanco added to the festivities.
As the Finals approached, five players, including Sinner, Alcaraz, Zverev, Medvedev, and Fritz, had secured their spots, with the final qualifiers determined in the season’s closing tournaments.
Asti Spumante and the Consorzio Asti DOCG celebrate Jannik Sinner’s victory at the Nitto ATP Finals, the premier indoor tennis tournament of the year. “The decision to align our region with the world of tennis is proving increasingly successful,” said Stefano Ricagno, President of Consorzio Asti DOCG. “Seeing the South Tyrolean champion celebrate on a global stage with Asti Spumante filled us with immense pride.”
This marks the fourth year since the Asti Consortium began investing in tennis, with visibility soaring to a remarkable 4.6 million Italian viewers. According to ATP, the 2023 economic impact on the region exceeded €300 million, with a global audience of 483 million across TV, web, and social media – a 150% increase from 2022. The latest edition capitalized on “Sinner-mania,” reaching new heights of popularity.
“Tennis and Asti DOCG,” added Consorzio Director Giacomo Pondini, “is a pairing we will continue to see next year, starting with the Rome Masters 1000 and culminating at the Finals, where we’ll once again serve as the Sparkling Partner. We aim to surpass the impressive media figures of past years, including over 400 million viewers and 90 hours of direct exposure.”
The Consorzio Asti DOCG spans 51 municipalities across the provinces of Alessandria, Asti, and Cuneo, covering about 10,000 hectares within the UNESCO World Heritage wine landscape. With an average annual production of nearly 100 million bottles, it remains a cornerstone of Italian winemaking excellence.
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Photos: dynamic-center.it, astidocg.it, italiaatavola.net, graziamagazine.com, voltaabotte.com
