Moscato d’Asti Sales Jump 55% in China as Asian Market Becomes Key for Italian Sparkling Wine

Sales of Moscato d’Asti, the sweet sparkling wine from Italy’s Piedmont region, have surged by 55% in China over the past year, according to new data from the Asti DOCG Consortium. This growth comes at a time when global wine consumption is declining and other major markets for Piedmont wines are facing significant challenges. The increase in Chinese demand has made Asia the third-largest market for Moscato d’Asti, now accounting for 18% of the wine’s total international sales.

The Consortium’s president, Stefano Ricagno, described the growth in Asia as a bright spot during a difficult year for Piedmont producers. He noted that China alone doubled its imports of Moscato d’Asti, rising from one million to two million bottles in just twelve months. South Korea also showed strong results, with sales reaching four to five million bottles. Ricagno emphasized that while this progress does not fully offset losses elsewhere, it offers a promising direction for producers and the denomination as a whole.

The rise in popularity of Moscato d’Asti in China and other Asian countries contrasts with broader trends in wine consumption across the region. In 2025, wine imports fell by 2.29% in Japan, 18.6% in Malaysia, and 11% in China as consumers cut back on spending and shifted toward healthier lifestyles. Industry reports suggest that many people are moving away from habitual drinking.

Moscato d’Asti’s appeal among younger consumers is seen as a key factor behind its success in Asia. The wine’s low alcohol content, easy drinkability, and affordable price point make it attractive to a new generation of drinkers who are moving away from traditional heavy red wines and formal dining occasions. Instead, there is a growing trend toward casual drinking and social occasions where lighter wines are preferred.

The business environment for Italian wines in China has also improved, with more trade fairs and promotional events helping to raise awareness of Piedmont wines. Ricagno pointed out that Asian consumers tend to enjoy sweet wines like Moscato d’Asti throughout the meal, rather than reserving them for dessert as is common in Italy.

Despite these gains in Asia, 2025 was described as a “complicated” year for Asti DOCG overall. The region faced headwinds from U.S. tariffs—impacting its main export market for Moscato d’Asti—and disruptions caused by the ongoing conflict between Russia and Ukraine. Russia remains the top destination for Asti Spumante, another sparkling wine from Piedmont.

These challenges contributed to a 9% drop in global sales volume for Asti DOCG wines through large-scale distribution and retail channels, totaling nearly 75 million bottles according to NielsenIQ data. Asti Spumante was hit hardest with a decline of 12.4%, falling to 49.3 million bottles sold. Moscato d’Asti also saw a decrease of 1.8%, with sales reaching 25 million bottles.

European markets have been particularly tough for Asti Spumante, with sales dropping by 14% overall and steep declines reported in Germany (down 49%), Poland (down 26%), and other key destinations. The United States saw an even sharper fall of 50%. In Russia, sales dropped by only 3%, with 14.1 million bottles sold.

While some Eastern European countries such as Hungary and Lithuania have shown growth for Asti Spumante, these gains have not been enough to counterbalance losses elsewhere. The Consortium continues to look toward Asia as an area of opportunity amid ongoing global challenges for Italian sparkling wines.