Douja d'Or

The wine festival that made Asti's history

The Douja d'Or is one of Italy's longest-running and most prestigious wine events. Founded in 1967, it takes its name from the douja, the traditional pot-bellied terracotta jug used in Piedmont to serve wine. For nearly sixty years, every September, the event has enlivened the center of Asti, the capital of the province of the same name and the heart of Monferrato, one of the world's most famous wine regions, recognized by UNESCO alongside the Langhe and Roero areas.

Piazza San Secondo, the wine lounge

The beating heart of the Douja d'Or is Piazza San Secondo, which for the occasion turns into the "Wine Lounge": a large covered space where you can taste, glass in hand, the best labels of the region. Here you can sample the great reds of Monferrato and the area's iconic wines, from Asti Spumante to Moscato d'Asti DOCG, from Barbera d'Asti to Freisa, accompanied by typical products of Asti and Piedmontese gastronomy.

A national wine competition

Beyond the widespread festival, the Douja d'Or has always been an authoritative national wine competition: a jury of experts selects and rewards the best productions from all over Italy, assigning the recognitions that have made the event a benchmark for the wine sector. Winning at the Douja d'Or represents an authentic seal of quality for a winery.

Masterclasses, events, and Douja Off

The program includes dozens of appointments: thematic masterclasses led by sommeliers and producers, tasting counters, cultural meetings, and entertainment. Alongside the main program, the Douja Off takes place, a series of events spread across other iconic locations in the city — courtyards, historic buildings, bars, and restaurants — with tastings, themed dinners, and entertainment. Since 2025, the organizational direction has been entrusted to the Langhe Monferrato Roero Tourism Board, with the support of the Alessandria-Asti Chamber of Commerce, the Asti DOCG Consortium, the Municipality of Asti, and major local entities.

An opportunity to discover Asti and Monferrato

Visiting the Douja d'Or also means immersing yourself in the charm of Asti and the hills of Monferrato, in Piedmont: an excellent food and wine destination, ideal to combine with a tour among wineries, vineyards, and historic villages. The event traditionally falls in September, in the middle of the harvest period, when the territory experiences its most authentic moment.