From 12 September 2026
to 13 September 2026
Douja d’Or: Douja on the road
The Douja offers the opportunity to visit two local wineries to discover their history and taste their products. Following this, music with cocktails and conviviality.
Wine at the center, discovering the excellence of the Asti area.
The Douja d’Or is one of the three flagship events of Asti’s September, alongside the Palio and the Festival of Festivals.
Asti, capital of wine, also renowned for its exquisite gastronomy, reveals itself over ten days through tastings, performances, and cultural itineraries against the backdrop of one of the most prestigious national wine competitions.
The heart of the event will be Piazza San Secondo, transformed into the “Wine Salon”: a place of encounter between local excellence and international guests.
Tastings, showcooking, masterclasses, and events throughout the city will make the Douja an immersive experience accessible to all.
Douja on the road
Discovering Barbera d’Asti and Ruchè
9:15 AM → 1:00 PM
The itinerary includes stops at 2 wineries that await Douja guests with cellar visits and tastings, accompanied by dedicated bus with departure and return from Asti
Meeting at 8:45 AM.
Companies
- POGGIO LE COSTE www.poggio.it. Barbera d’Asti DOCG tasting
- MONTALBERA www.montalbera.it. Ruchè DOCG tasting
Wine cocktails and DJ set
Curated by Coldiretti
6:00 PM → 12:00 AM
An evening dedicated to a different and creative way of experiencing wine, amidst cocktails, music, and conviviality.
From 6:00 PM to 12:00 AM, the stars will be Wine Cocktails, prepared with a wine base and curated by Fine & Dining Project, to discover new interpretations and pairings through an original and contemporary selection.
Accompanying the tasting will be a DJ set by Impa, to experience Piazza Roma in an informal and engaging atmosphere.
La Douja
Pronounced dùia, in Piedmontese dialect it is the ancient earthenware vessel used for decanting, storing and serving wine.
The Piedmontese mask Gianduja, Gian d’la Douja, uses it instead of a glass for his merry drinking.
In Asti , the Douja d’Or is synonymous with the wine festival, now a must-see event in Piedmont.
Food, culture and Monferrato become the co-protagonists of a festival that allows visitors to immerse themselves in the traditions of the Asti area, which has always had a vocation for great food and wine.
Tastings of the great wines of Asti are accompanied by cultural, artistic, and gastronomic initiatives throughout the Monferrato astigiano.
Tourism lovers in Piedmont discover here ancient villages and hills shaped by vineyards in breathtaking landscapes recognized by UNESCO as a World Heritage Site.