Going on the Attack: The Consortium's Plan to Beat Back US Tariffs on Asti Wine
Thousands of Posters Transform New York City into a Colorful Mosaic by Asti.
Wake up, New York! get ready to be smacked with a barrage of Asti wine promotions! Ahead of National Moscato Day on May 9th, the Consortium of Asti DOCG has bombarded the city with over a thousand posters, two grand taxi banners, and a whopping fifty digital ads at bus stops and hotspots like Manhattan, Brooklyn, and Queens.
Taking a Stand
With a 10% whack on Asti wine, thanks to American tariffs, the Consortium ain't about to go gentle into that good night, not when it comes to a market they hold dear. As Stefano Ricagno, president of the Consortium, says, "That's a primary market!" And it's a big one, too, with nearly 25 million bottles sold annually in the States.
Of those, 19 million are Moscato (that's 60% of their production), with 6 million being Asti Spumante. That boils down to a cool 100 million euros in sales, baby!
My, How They've Grown!
To put that in perspective, the US market has been a golden goose for the Asti DOCG Consortium, with their promotional expenses skyrocketing to almost 2 million euros per year. Given those numbers, you can see why the United States is their bread and butter.
Fighting Back, Asti-Style
So, what's their secret weapon in this tariff tussle? Well, they're rolling out the red carpet, partnering up with big-time events like the BNL Italian Open and the Nitto ATP Finals. These partnerships help raise their profile and broaden their appeal, making the Asti brand even more irresistible to wine lovers, tariffs or not.
Gearin' Up for a Battle
With no specific intel on the Asti Consortium's direct strategies to tackle those tariffs, let's take a cue from the broader Italian wine industry, which saw record exports to the USA in 2025 due to strong demand. Perhaps the Asti DOCG Consortium is banking on a proactive, multi-pronged approach: diversifying markets, reinforcing the Asti brand, or even signed some diplomatic backroom deals to ease the tariff tension.
But whatever they got up their sleeve, one thing is clear: the Asti DOCG Consortium is not going down without a fight. So, raise a glass to their tenacity, and let's see if they can navigate those tariff waters with style!
- The average Asti wine consumer in the United States might be surprised to learn that the Consortium of Asti DOCG has spent nearly 2 million euros to promote their wines.
- The Asti DOCG Consortium's finance department is working diligently to finance the battle against US tariffs, as they stand to lose over 100 million euros in annual sales if the tariffs remain in place.
- In an effort to boost business, the Asti DOCG Consortium has partnered with major events like the BNL Italian Open and Nitto ATP Finals, in hopes of increasing the appeal of their Moscato and Asti Spumante wines.
- As part of their proactive approach to reduce the impact of tariffs on their business, the Asti DOCG Consortium may be considering diversifying their markets, reinforcing their brand, or even seeking diplomatic backing to ease the tariff tension.
