Moscato d’Asti Sales Surge 55% in Asia as Chinese Market Becomes Global Powerhouse

Sales of Asti and Moscato d’Asti sparkling wines are rising sharply in Asia, defying the global downturn affecting much of the wine industry. According to new data from the Asti DOCG Consortium, sales of Moscato d’Asti in Asian markets grew by 55% in 2025, making China the third-largest market for this sweet sparkling wine. Overall, Asia now accounts for 18% of total sales for these wines. Asti Spumante also saw a 20% increase in sales across Asia, with notable growth in Japan, the United Arab Emirates, Kazakhstan, and China.

These results stand out against a difficult backdrop for Italian wine exports. In China, overall wine imports dropped by 14.6% in value and 26.7% in volume last year, with Italian wines falling by 15.5% in value and 14.1% in volume, according to Oive data. The strong performance of Asti and Moscato d’Asti in Asia is helping to offset declines elsewhere, particularly in the United States and Russia—two markets that together account for more than 40% of total sales.

The Consortium reported that Asti DOCG closed 2025 with a 9% drop in global sales volume through large-scale distribution and retail channels, totaling nearly 75 million bottles. The decline was attributed to U.S. tariffs—impacting Moscato d’Asti’s main market—and the ongoing conflict in Ukraine, which has affected sales of Asti Spumante in Russia.

Consortium president Stefano Ricagno said that while the overall contraction in consumption is not unique to their denomination, the impact has been more severe due to tensions in key markets. He noted that despite these challenges, the surge in Asian demand—especially from China—is encouraging and signals a need to expand commercial reach.

A closer look at the numbers shows that Asti Spumante was hit hardest by the downturn, with a 12.4% decrease to 49.3 million bottles sold. Moscato d’Asti fared better, with only a 1.8% decline to 25 million bottles. Excluding the U.S., where sales dropped by 7.6% (but still represent 58% of total sales), Moscato d’Asti would have posted positive results thanks to stable European demand and double-digit growth in Asia.

For Asti Spumante, declines were most pronounced in Europe (down 14%, or 4.2 million fewer bottles) and the U.S. (down 50%, or 2.6 million fewer bottles). Russia saw a smaller drop of just 3%, with 14.1 million bottles sold there last year. Key European markets such as the UK (down 13%), Germany (down 49%), and Poland (down 26%) also saw significant contractions, though Hungary and Lithuania recorded gains.

Outside Europe, Asia’s appetite for Asti Spumante remains strong, with a 20% increase translating to 3.3 million bottles sold last year—driven by demand from Japan, the UAE, Kazakhstan, and China. In North America, Mexico continued its positive trend by surpassing one million bottles sold; Peru followed with sales of about 750,000 bottles—a one-third increase over the previous year.

The domestic Italian market also declined: Asti Spumante fell by 5.7% (to 4.25 million bottles) and Moscato d’Asti by 6.9% (to 2.5 million bottles).

To counteract these challenges and support one of Italy’s historic wine denominations, the Consortium is increasing its promotional efforts abroad. It will invest over €1 million this year on initiatives mainly targeting the United States—including events, tastings, and marketing campaigns throughout the year. The Consortium also continues its partnership as Official Sparkling Wine of the Nitto ATP Finals tennis tournament, which will be held again in Turin in 2026 and elsewhere in Italy in 2027.

Industry leaders say these efforts are crucial as they seek to broaden their international presence and adapt to shifting global demand patterns for Italian sparkling wines.