The Douja d’Or 2026 in Asti was officially presented yesterday, September 1st, at a press conference in Milan: ten days of tastings, talks, masterclasses and meetings.
From September 11th to 20th, the Douja d’Or returns to Asti, the national wine exhibition promoted by the Chamber of Commerce of Alessandria-Asti, Banca d’Asti and the Cassa di Risparmio di Asti Foundation, in collaboration with Piemonte Land, the Barbera d’Asti and Vini del Monferrato Consortium, the Asti DOCG and Moscato d’Asti DOCG Consortium, the Industrial Union of the Province of Asti, in collaboration with Vermouth di Torino and the Association of Organic Wine Producers, with the support of the Piedmont Region and the City of Asti, and under the direction of the Langhe Monferrato Roero Tourism Board.
Born as a national wine competition and inspired by the 1891 Wine Exhibition, the Douja d’Or has grown alongside its territory, telling, glass after glass, the stories of an authentic, cultural and generous Piedmont. After almost sixty years of tradition, the Douja d’Or now looks to the future, opening its doors to wine enthusiasts and tourists as a meeting place for territories, ideas, flavours and languages.
The opening event will take place on Friday, September 11th at 5:00 pm in Piazza San Secondo.
For its 2026 edition, the Douja d’Or brings back its city-wide format, taking wine and its stories beyond traditional venues to animate the heart of Asti. Squares, streets and hidden corners of the city will become part of the event, creating a journey through the historic centre featuring tastings, meetings and experiences. An opportunity to experience the Douja d’Or in direct contact with the city, while showcasing Asti’s cultural and tourism heritage alongside its wines.
UNESCO WORLD HERITAGE SITES CELEBRATING VITICULTURAL LANDSCAPES AT DOUJA D’OR
The 2026 edition of the Douja d’Or renews its established collaboration with the Association for the Heritage of the Vineyard Landscapes of Langhe-Roero and Monferrato, the organisation responsible since 2014 for managing and promoting the UNESCO World Heritage Site Vineyard Landscapes of Piedmont: Langhe-Roero and Monferrato. Over the years, the Association has developed relationships and partnerships with other territories recognised by UNESCO for the value of their viticultural landscapes. The collaboration will take the form of four international masterclasses, conceived as opportunities for dialogue and exchange between territories where viticulture is a fundamental element of the landscape, culture and identity of local communities. The programme was launched during the previous edition of the Douja d’Or, when the festival hosted the Tokaj Wine Region Historic Cultural Landscape for the first time, opening an international dialogue on wine landscapes recognised as World Heritage Sites. In 2026, the initiative expands to include three important UNESCO viticultural landscapes – Tokaj, Fertő/Neusiedlersee and the Landscape of the Pico Island Vineyard Culture – alongside Rotaliana Königsberg, presented as a “friend territory” rather than a UNESCO site. The participation of Rotaliana Königsberg reflects the desire to broaden the dialogue to include viticultural territories of particular interest which, although not UNESCO-recognised, share a strong focus on landscape, wine culture and the relationship between communities and their territory.
The four masterclasses will thus provide opportunities to encounter and compare different experiences: from the volcanic island of Pico to the shores of Lake Fertő/Neusiedlersee, from the historic hills of Tokaj to the Rotaliana Plain. Together, they offer a journey into the ways wine can tell stories of landscapes and identities that are deeply different, yet connected by a shared understanding of heritage.
The full programme of the event is available on the Douja d’Or 2026 website
