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Monferrato embraces tourism alongside its famous wines

23 July 2025 By Michael Huband

As more international consumers discover its wines, including the popular Barbera d’Asti, the region of Monferrato in northwest Italy is throwing its doors open to wine tourism.

Barbera d’Asti DOCG is, undoubtedly, one of the Italian styles that has made its mark around the world. Among the many wines of Piedmont and, more specifically, Monferrato, its wines stand out for their freshness, vibrancy and broad consumer appeal. It is Monferrato’s most representative style, and a worthy ambassador.

Now, as that flagship denomination further builds its profile, the Consorzio Barbera d’Asti e Vini del Monferrato is capitalising through wine tourism. The area has a rich cultural and natural heritage, ideal for visitors. Indeed, its winemaking landscapes are recognised as a UNESCO World Heritage site, a sure sign of appeal for tourists.

Its appeal begins with the wineries themselves. These buildings, termed ‘cathedrals of wine’ by the consorzio, often come with centuries of history. In medieval cellars and rugged vineyards of old vines, the region showcases generations of expertise. With many family producers passing down their know-how to this day, there is a continuing living history.

Then there is the food. Piedmontese dishes such as bagna cauda or truffle pasta fill the tables of local trattorias, almost invariably accompanied by a local wine. Many local festivals offer opportunities to indulge in both across the calendar. Of course, after such indulgence, tourists can take a break and find peace in Monferrato’s varied landscapes. They range from ever-changing hills blanketed in vineyards to untouched nature reserves.

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Hence the consorzio is making it easier than ever to visit the region. It has mapped the local wineries and developed a dedicated section of its website to help explore them. This identifies the specific offerings at each, from tastings to guided tours to overnight stays. Visitors can thus choose their activities and book them in a few easy steps – an easy path to thoroughly discovering the region.

Excitingly, as visitors experience the region first-hand, they are learning that Barbera d’Asti DOCG is not the end of the story. The grape, for instance, also features in Nizza DOCG, a premium sub-region with wines that are marked by their complexity and elegance, pairing perfectly with agnolotti and aged cheeses.

Denominations dedicated to the region’s speciality grapes are also growing in reputation. Ruchè di Castagnole Monferrato DOCG highlights the rare Ruchè variety across only seven municipalities, with floral and spicy notes as its signatures. Grignolino d’Asti DOC offers light, energetic wines with a distinct note of white pepper. Freisa d’Asti DOC, on the other hand, pairs well with dark chocolate thanks to its rich fruit profile and pronounced tannins. The white wines also have their chance to shine: Terre Alfieri DOCG Arneis has freshness and minerality, perfect to pair with seafood carpaccio.

With it being easier than ever to discover Monferrato’s wines, more and more of its specialities are reaching the rest of the world. Barbera opened the door, but there is much still to discover: why wouldn’t you start that journey in the region itself?