The M Movement – Montina Franciacorta’s Manifesto
Montina Franciacorta strengthens the bond between wine and art
A natural evolution, matured over time: Montina Franciacorta has reaffirmed its role through a journey of introspection — a need to explore its artistic roots, arriving at a new awareness. Winemaking, here, is not just a craft. It is a creative gesture, a poetic act.
The Winery as a Creative Hub
This new direction is a deliberate stance. Montina Franciacorta chooses to become a forge of art — not just a guardian, but a key player in a creative process that embraces artists, installations, and cultural exchanges. An ecosystem where wine intertwines with contemporary art, welcoming and inspiring it. The winery becomes a living, open space where ideas, people, and diverse languages meet and merge.
A place that has long offered physical space to artists and is now evolving into the digital realm as well.
A New Artistic Movement
From this inner drive, a new vision emerges — one that becomes a Movement in the most historic sense of the term.Just like the great art movements of the past, Montina Franciacorta chooses to shape a new language, a fresh aesthetic, and a new way of seeing and living wine.
Thus, a true artistic current is born — where wine becomes a living, original, and unrepeatable art form.
No longer just a witness to art, but a place where art takes shape, evolves, and transforms.
This is how a new movement comes to life: made of passion, exploration, and — above all — sharing.
The M Movement, the Manifesto That Declares Wine the Eighth Art
This is how The M Movement was born: a 5-point Manifesto that elevates winemaking to the eighth art.
An authentic declaration that celebrates wine as a form of expression — capable of telling stories of identity and beauty.. An invitation to experience wine not just as a product, but as a shared artistic gesture. In every glass, in every moment — a work of art.
The M Movement is an open, inclusive idea. It’s for those who recognize the same evocative power in both art and wine. For those who seek something beyond tasting:an emotion etched into memory, a moment to be shared.
Montina Franciacorta invites everyone to be part of it — and to toast to art in every sip.
Social Media as Creative Territory
The M Movement will also live and grow through the winery’s social channels — with artistic collaborations, visual storytelling, features, and participatory projects. Every piece of content will be conceived as a creative act— a stand-alone artwork capable of inspiring and engaging. Our aim is to transform digital platforms into expressive territories and bring to life a vibrant, active community that recognizes Franciacorta as a cultural experience.
WE PROCLAIM
01 WINEMAKING AS THE EIGHTH ART, THE TRIUMPH OF THE GRAPE RAISED TO A LIVING MASTERPIECE.
WE EMBRACE
02 THE HERITAGE HANDED DOWN TO US, CELEBRATING THE ART OF WINE AS A TRUE FORM OF ARTISTIC EXPRESSION.
WE RECOGNISE
03WINE AS THE LIFEBLOOD OF BOTH MORTAL AND IMMORTAL EXPERIENCES, MARKING JOY AND CONSECRATING THE MOMENT.
WE DEFEND
04 FRANCIACORTA CRAFTED TO PERFECTION, HONOURING PAST GENERATIONS AND OUR LAND, WHILE TURNING OUR GAZE TO THE FUTURE.
WE CALL UPON
05 ARTISTS, CONNOISSEURS AND EXPLORERS ALIKE: JOIN US AND UNLEASH THE WISE POWER OF WINE MADE INTO ART.
