An Elegant Encounter with Asti at Vinitaly

The Consorzio dell'Asti DOCG extended a gracious invitation to discover a narrative unfolding at this year's Vinitaly—the world's most significant gathering devoted to wine and spirits, where makers, merchants, and connoisseurs converge from every corner of the globe.

The 2019 edition welcomed an extraordinary assembly of 125,000 visitors representing 145 nations, a testament to the enduring prestige of Italian viticulture. Within this vibrant marketplace of tradition and innovation, the Asti DOCG Consortium presented a vision that honors heritage while embracing contemporary sensibilities.

A Legacy of Protection and Promotion

Established in 1932 as the Consorzio per la tutela dell'Asti, this organization has devoted nearly a century to safeguarding and celebrating Asti Dolce, Asti Secco, and Moscato d'Asti DOCG. The Consortium unites 174 enterprises—from intimate family vineyards to distinguished sparkling wine houses and cooperative cellars—alongside 1,800 individual grape cultivators.

The vineyards of Asti represent more than agricultural land; they embody generations of knowledge, memory, and dedication. Asti and Moscato d'Asti stand as exemplars among sweet wines and sparkling expressions, carrying forward traditions that entire families have nurtured across lifetimes.

The Olfactory Journey

Among the day's programming, sommelier Martina Doglio Cotto orchestrated an olfactory exploration that invited participants to discover the aromatic architecture of these wines. With a glass of Asti in hand, visitors encountered an array of ingredients—from chocolate to sage—each revealing hidden dimensions within the wine's bouquet.

The experience demonstrated how scent and flavor interweave, transforming a simple tasting into a journey of sensory discovery. This approach reflects the Consortium's commitment to deepening appreciation through experiential understanding rather than mere description.

AstiGlam: A Contemporary Interpretation

Laura Gobbi, the creative mind behind the AstiGlam initiative, invited visitors to describe the Asti DOCG experience in a single word. The responses—handwritten and displayed throughout the pavilion—revealed remarkable unanimity in perception: "seductive," "woman," "brilliant," "the first wine," "indulgent," "generous," "perfumed," "sweet," "versatile," "immense," "light and hope," "infinite."

AstiGlam represents an alternative interpretation of Asti DOCG. We seek a discerning audience attuned to fashion and emerging trends—those whose lifestyle embodies glamour and who remain perpetually connected, making choices guided by emotion and digital dialogue. Beauty, charm, elegance, and lightness form the emotional pillars of this project. AstiGlam aspires to transcend the hashtag, becoming a genuine way of experiencing one of our territory's most distinctive products. Through AstiGlam, we cultivate enchantment, captivated by the alluring sparkle that illuminates a glass of Asti DOCG.

— Laura Gobbi

Culinary Innovation with Chef Bongiovanni

The Consortium also featured the inventive chef Diego Bongiovanni, familiar to audiences from La Prova del Cuoco. His creation, N'ICE ROLL, reimagines gelato as an interactive performance—a rolled ice cream prepared before the customer's eyes, incorporating chosen ingredients to ensure each creation remains utterly unique.

N'ICE ROLL transcends conventional gelato, offering patrons complete creative control. From chocolate to pistachio, from biscuits to exceptional wine, a skilled spatula transforms selected ingredients on a frozen surface into instantaneous frozen confection.

I envisioned a destination welcoming everyone—adults and children alike—where warmth, sweetness, and individuality could embrace. Thus N'ICE ROLL emerged: a gelato that you render unique.

— Diego Bongiovanni

The Consorzio dell'Asti DOCG's presence at Vinitaly illustrated how tradition and innovation need not exist in opposition. Through sensory exploration, contemporary branding, and culinary creativity, they demonstrated that honoring heritage while embracing modernity creates experiences both meaningful and memorable.