In every city there is always some kind of visionary emerging, someone who looks further ahead than everyone else. He launches one or more ideas and, thanks to his extraordinary charisma, everyone follows him and that idea becomes stronger every day, more popular every day, until it becomes a distinctive sign of that community. In Asti, that visionary was Giovanni Borello, a craftsman and respected professional. It was during his tenure as President of the Asti Chamber of Commerce that in 1967 he created the National Wine Competition "Premio Douja d'Or" (Douja d’Or award) and, a few years later, in 1974, he launched the Festival delle Sagre (Festival of Fairs), an appointment with country traditions in the largest open-air restaurant ever set up and with the involvement of 40 Pro-Loco.
Winning ideas which, along with the Palio, still enliven Asti's September, in a lively old town that is bursting with colour and fragrance. A month-long festival, loved by the people of Asti and the many tourists who come to the city of Alfieri knowing that they will find the best in terms of food and wine excellence.
It is spelled “Douja”, but pronounced “dùia”, like that Gian, Gianduja, the Piedmontese mask that used to carry an earthenware jar for decanting, storing and serving wine. The Douja d'Or has always been associated with the celebration of wine.
Douja d’Or 2026 will be a vibrant, city-wide experience, featuring tastings, cultural events, talks and special appointments for wine lovers, as well as for anyone wishing to discover Asti and its surrounding area through the wines, stories and atmosphere that make this destination unique.
Asti | 11–20 September 2026
Programme coming soon
The best events in Langhe Monferrato Roero for an unforgettable stay! PLEASE NOTE: The information on this page may be subject to change. We recommend you to check the details by contacting the organisers of the single events directly.
