Lidl to launch first Asti Rosé as new DOCG category debuts

Lidl is launching the first Asti Rosé in the UK this summer, following the introduction of a new rosé category within Italy's prestigious Asti DOCG earlier this year. The move aims to breathe new life into Asti, which has seen global sales drop 9% in 2025 and struggled to appeal to younger drinkers who often dismiss it as old-fashioned. Partnering with Italian producer Fratelli Martini, the supermarket hopes the new rosé style will help change perceptions of the denomination and show that sweet sparkling wines deserve a second look.