Lidl to launch first Asti Rosé as new DOCG category debuts
Lidl is set to become the first retailer to launch an Asti Rosé following the official introduction of the new DOCG category earlier this year.
The supermarket believes the rosé style could help revive interest in Asti, which has struggled to attract younger consumers despite remaining one of Italy’s most widely recognised sparkling wine denominations.
Lidl will become the first retailer to launch its own Asti Rosé this summer, following the official introduction of the new category by the Consorzio Asti DOCG.
The retailer has partnered with long-standing Italian supplier Fratelli Martini to bring Allini Asti Rosé to market, with the wine expected to arrive in selected UK stores from July.
The launch follows regulatory changes introduced in April that expanded Asti DOCG production rules to include a rosé style, with bottling permitted from 3 May.
A bid to reinvigorate Asti
The move comes as Asti continues to face declining sales. According to Nielsen data cited by Lidl, global sales of Asti DOCG fell 9% in 2025.
However, Lidl’s resident master of wine Richard Bampfield believes the new rosé category could help change perceptions of the denomination, particularly in the UK market.
“Asti worldwide is still a very popular style of wine, but is highly underrated and misunderstood, particularly in the UK where we demonise sweet wines very unfairly,” he said.
“It’s seen as an old-fashioned, slightly dated wine that’s not necessarily been engaging new customers. But I can see the rosé denomination reigniting interest in the Asti category as a whole.”
New rules for Asti Rosé
The updated regulations require Asti Rosé to be produced from a blend containing 70% to 90% Moscato grapes destined for Asti DOCG and between 10% and 30% Brachetto grapes destined for Brachetto d’Acqui DOCG.
The rules also allow producers considerable flexibility over sweetness levels, with wines ranging from sweet through to extra brut.
Lidl’s version will contain 90g/l of residual sugar and be produced from 80% Moscato and 20% Brachetto.
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According to the retailer, the style is intended to remain consistent with consumer expectations of Asti while offering a fresh take on the category.
Following Prosecco Rosé’s success
Massimo Marasso, technical director and winemaker at Fratelli Martini and vice-president of the Consorzio Asti DOCG, believes the new category could attract younger drinkers through its approachable flavour profile and affordability.
Marasso also drew parallels with the rapid rise of Prosecco Rosé.
“In the next two to three years, it’s possible that rosé will be 10% to 15% of the total Asti denomination,” he said.
“Prosecco had the same trajectory after they introduced a rosé, and it’s now at 10% to 12% of the category.”
According to the Consorzio Asti DOCG, producers are already estimated to be making between five and 10 million bottles to test consumer demand.
Sustainability measures included
The introduction of Asti Rosé forms part of a broader update to the denomination’s regulations.
New rules also remove minimum bottle weight requirements, allowing producers to adopt lighter packaging formats, while the obligation to display the word “Asti” on corks has also been removed.
Lidl has not yet confirmed the retail price of its Allini Asti Rosé, although it is expected to sit close to the retailer’s existing Asti SKU, which retails at around £4.75.
If successful, the launch could provide a timely boost for a category seeking renewed relevance in an increasingly competitive sparkling wine market.
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