Italy’s Moscato d’Asti bucks the trend

Moscato d’Asti is enjoying a surge in China, with sales up 55%, even as the country’s overall wine imports slump sharply. The sweet Italian sparkler is winning over younger drinkers, offering a bright spot in an otherwise declining market.

Italy’s Moscato d’Asti is bucking the trend. China’s total wine imports fell 26.7% in 2025, with Italy also down, yet Moscato is thriving, doubling shipments to two million bottles. Asia now represents 18% of exports, led by China and strong demand in South Korea.

Its appeal is clear - low alcohol, gentle fizz, sweetness and affordability suit casual drinking occasions and a shift away from heavy reds. Moscato’s versatility also helps. It is popular not just in Italy, but in Australia, the US and parts of South America, where aromatic, easy styles attract new wine drinkers.

The bigger picture is sobering. The Chinese market is shrinking fast, and Italian wine overall remains under pressure despite Moscato’s success.