The comeback of Barbera and Monferrato wines. The pop style wins over consumers and beats premium wines

Jan 29 2025, 13:21
The Consortium’s report highlights the rise of more convivial wines: the audience for the Superiore DOCG is expanding, excellent results for Monferrato DOC Nebbiolo, and growing interest in Chardonnay

The pop style is gaining ground among the products of Barbera d’Asti and Monferrato Wines, following a consumption trend that favours simpler, less demanding offerings. The financial analysis of the Piedmontese Consortium for Protection, which includes 14 appellations, reveals an expanding consumer base for this north-western wine-growing area, which brings together over 410 associated enterprises. The trend is especially evident in the most important wine in its quality pyramid, Barbera d'Asti DOCG Superiore, which grew by over 200,000 bottles in a year, also thanks to its consolidation in strategic markets such as the United States and Canada.

Performance of the appellations

The 2024 year-end report is generally positive, showing some notable increases: Monferrato DOC Nebbiolo rose by +11% in volume (exceeding 500,000 bottles), while Piemonte DOC saw a +3% growth (one million more bottles compared to 2023). Piemonte DOC Barbera remains above the 16 million bottle mark (+0.4%), and Piemonte DOC Barbera Passito surprised with a +19% increase, surpassing 1.1 million bottles in 2024.

The Consortium, chaired by Vitaliano Maccario, has particularly noted the boom of the newest addition to its regulations: Piemonte DOC Barbera-Nebbiolo, a dual-varietal wine that saw an impressive +359% growth, pushing it past 500,000 bottles.

Chardonnay gains momentum among whites

Piemonte DOC Chardonnay recorded a volume record, achieving a +7.6% increase in just one year, reaching 2,174,000 bottles produced and confirming its growing appeal among consumers.

This further supports the notion that consumers are moving towards simpler wine styles and, when it comes to pricing, are following a "de-premiumisation" trend that market analysts have long predicted. Reports such as the recent Silicon Valley Bank analysis on the US market and the latest Ismea industry report suggest that Italy should not chase an obsession with premium wines at all costs in the future.

Among the DOCG wines, Ruchè di Castagnole Monferrato remains stable above one million bottles (+1.6% between 2024 and 2023), while Terre Alfieri DOCG, though still with limited numbers, grew by 8%, which the Consortium sees as “a promising sign for the future.”

Strategies for 2025

President Maccario outlines the Consortium’s strategies: “We have worked to make Barbera d’Asti and Monferrato wines increasingly accessible and beloved, focusing on quality, authenticity, and effective communication.”

For 2025, the programme will focus particularly on “events and collaborations that make Barbera d’Asti an increasingly pop wine, bringing it closer to consumers worldwide.”

The organisation is already preparing for the second edition of the Barbera d’Asti Wine Festival, aiming not only to engage consumers but also to “give prominence to our producers, who work tirelessly every day to promote this wine and Monferrato on the global stage.”

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