Against Trump's duties, Moscato d'Asti debuts in New York taxis

Tariffs can be fought with marketing. They are convinced of this at the Moscato d'Asti Docg consortium, which starting in the next few days will be plastering New York with over a thousand posters, banners on two thousand taxis and fifty digital advertisements placed at bus stops and in high-traffic areas (including pedestrian areas) in Manhattan, Brooklyn and Queens.

The "It's Asti... Moscato d'Asti for your Moscato Day" campaign launched on 9 May by the Asti Docg Consortium on the occasion of the National Moscato Day in New York could become a case history in terms of countering trade barriers.

An initiative that, despite the threat of duties (at 10% until next 9 July, then we'll see), aims to valorise and promote Moscato d'Asti (the variant with more sugar, less alcohol and less bubbles than the sparkling version, also produced from Moscato grapes) which finds its main export market in the USA.

According to data from the Protection Consortium, in 2024 about 19 million bottles were exported to the USA, almost 60% of the approximately 33 million bottles of Moscato d'Asti produced, for a turnover of about 100 million euro.

"The United States is historically the true home of Moscato d'Asti," said the President of the Asti Docg Consortium, Stefano Ricagno, "in fact, almost 6 out of every 10 bottles produced are consumed here. The reason is mainly culinary: our wine has a low alcohol content and goes well with desserts and even more so with spicy dishes, such as buffalo wings or international Asian and Indian dishes'.