The consortium of the most prestigious Piedmontese wines has re-elected its president Matteo Ascheri. The business scientist and owner of the Ascheri winery in Bra is taking up his second mandate for the Barolo, Barbaresco, Alba, Langhe and Dogliani origins. Since 2020, Ascheri, born in 1962, has also been in charge of the association of Piemonte consortia "Piemonte Land of Wine", which promotes all PDOs of the region.
In addition to managing the family winery, Ascheri has been involved in the institutional sector for years. Among other things, he was managing director of the research centre for viticulture in the Piedmont region "Tenuta Cannona", president of the producers' association Albeisa, and vice president of the tourism association for Alba, Bra, Langhe and Roero. Today, he is still on the board of directors of the Langhe Monferrato Roero Tourism Consortium.
In his second term, Ascheri will continue to focus on the promotion of Barolo and Barbaresco through EU sales promotion – with which the consortium last year for the first time enabled 200 producers to make a concerted appearance in New York (Barolo & Barbaresco World Opening) – and he will champion environmental protection and the principles of ethics in the workplace. The consortium says that a promotional campaign is also in the offing for the DOC Langhe. The origin embraces both the uniqueness and the complexity of the territory and is an important name to strengthen, both on the Italian and international markets.
"This second mandate will be an important opportunity to complete the journey we started in 2018. If in these three years it was right to consolidate the Barolo and Barbaresco brands, from now on it is important to face the challenges of all the origins we represent," explains Matteo Ascheri.
Despite all the problems of the past one and a half years, one starts from a solid basis. "In the first five months of the year, our origins have achieved very good results with a bottling increase of 19.7 percent, with peak figures between 26 and 28 percent for Barolo and Barbaresco," says Matteo Ascheri.
The Barolo, Barbaresco, Alba, Langhe and Dogliani consortium is responsible for ten PDOs (Barolo, Barbaresco, Dogliani, Dolcetto di Diano d'Alba, Barbera d'Alba, Langhe, Dolcetto d'Alba, Nebbiolo d'Alba, Verduno Pelaverga, Alba), which together cover around 10,000 hectares of vineyards. The 527 associated wineries produce around 63 million bottles. vc
