From 11 September 2026
to 20 September 2026
Douja d’Or
Douja d'Or is an itinerary of experiences and tastings with wine always at the center
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.
Inauguration
The unveiling and subsequent opening to the public of the 2026 edition of the Douja d’Or in Piazza San Secondo is scheduled for September 11 at 5:00 PM.
Piedmontese wine tastings
Curated by Piemonte Land of Wine.
A tasting dedicated to the great variety of Piedmontese wines, expressions of territories, grape varieties and traditions that have made Piedmont one of the most renowned and appreciated wine regions in the world.
A journey through different denominations, from the most celebrated wines to lesser-known productions, to discover the richness and many nuances of the regional wine heritage.
Sparkling wines, whites, rosés, reds, aromatic wines and dessert wines tell, glass after glass, of different landscapes and identities, offering a journey through Piedmont’s principal wine-growing areas.
The tastings are curated by Piemonte Land of Wine, to guide visitors in discovering the excellence and extraordinary diversity of the region’s wines.
Tastings take place every day in Piazza San Secondo; check the schedule here.
Monferrato wine tastings
Curated by the Consorzio Barbera d’Asti e Vini del Monferrato and the Scuola Alberghiera di Agliano Terme e Asti.
A tasting dedicated to the wines of Monferrato, an expression of a land rich in history, traditions, and great oenological variety.
A journey through different labels and denominations, guided to discover the aromas, flavors, and characteristics that tell the story of the Monferrato hills and their winemaking vocation.
From the most structured and characterful reds to fresher and more immediate expressions, every glass becomes an opportunity to get to know a heritage of vines, territories, and knowledge passed down through time.
The tastings are curated by the Consorzio Barbera d’Asti e Vini del Monferrato, in collaboration with the Scuola Alberghiera di Agliano Terme e Asti, to lead the public on a journey of discovery and exploration of the territory’s oenological excellence.
Tastings take place every day at Palazzo Alfieri; check the opening hours here.
Tastings of Asti Spumante, Moscato d’Asti, Brachetto, and Vermouth
Organized by the Consorzio Tutela dell’Asti, Consorzio Tutela del Brachetto, and Consorzio del Vermouth di Torino.
A tasting dedicated to some of the most representative expressions of the Piedmontese winemaking tradition: Asti Spumante, Moscato d’Asti, Brachetto, and Vermouth di Torino.
A unique opportunity to get to know and appreciate, glass after glass, wines and aromas that tell the stories of different territories, vines, and histories, all united by a strong identity and a deep bond with Piedmont.
From the fresh and aromatic bubbles of Asti Spumante to the delicacy of Moscato d’Asti, from the fragrant and enveloping notes of Brachetto to the spiced complexity of Vermouth di Torino: a tasting journey through scents, flavors, and nuances waiting to be discovered.
The tastings are curated by the Consorzio Tutela dell’Asti, the Consorzio Tutela del Brachetto, and the Consorzio del Vermouth di Torino, who will guide the public in discovering the characteristics and peculiarities of these Piedmontese excellences.
Tastings take place every day at Palazzo Ottolenghi; check the opening hours here.
Organic wines from wineries belonging to the Protection Consortia and members of the Piedmont Organic Wine Producers Association
Curated by Piemonte Land of Wine.
At the Piemonte Land of Wine area, it will be possible to enjoy organic wines by the glass produced by wineries that, as members of their respective Protection Consortia, are present within the space.
To learn more about the Piedmont Organic Wine Producers Association and its member wineries, visit the official website.
Tastings take place every day at Piazza San Secondo; check the schedule here.
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.