Douja d'Or: the wine lounge

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 2025 edition 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.

The wine lounge

A showcase of great wines, offered for tasting in a unique space in the heart of Asti.

A true lounge, where you can be guided by sommeliers on a journey through the appellations that have made our Region famous throughout the world.

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.