Asti – Piedmont winemakers Luca Ferraris and Stefano Chiarlo have called on Italian restaurateurs to reduce their markups on wine. Together with the restaurant Il Podestà in Asti, they have announced a 40-day initiative for the autumn. Selected wines from their two wineries will be listed there at moderate prices.
The winemakers consider a markup of around ten percent appropriate. In their view, higher markups could lead guests to order wine less often. They particularly hope to reach younger adults with more affordable offers.
Asti restaurant focuses on wine by the glass
The initiative is called „Invito al Vino“, meaning „Invitation to Wine“ in English. Restaurateur Bruno Violato plans to offer the selected wines both by the glass and by the bottle. Anyone who wants to try a Monferrato wine can therefore stop at one glass. The restaurant also plans to explain where the wines come from and which dishes they complement.
Wine lists were also discussed at the presentation in Asti. Ferraris argued that long lists and technical terms can make choosing difficult. Someone ordering for the whole table, in particular, may have to choose an expensive bottle without knowing the wine.
Wine consumption in Italy is declining
Per capita consumption in Italy fell from 38 litres in 2022 to 35,6 litres in 2025. At the same time, production became more expensive. In September 2026, production costs in the Italian wine industry were 8,9 percent above the previous year's level. Consumer prices for wine in October, however, were 2,6 percent below the level of the same month a year earlier.
