Introducing The M Movement: Wine as the Eighth Art
Wine as the Eighth Art
We are proud to present The M Movement, our new cultural manifesto: a bold evolution that transforms Montina from a winery that celebrates art to a living, participatory creative workshop.
With this project, we aim to affirm a vision that has always belonged to us: wine is art. The eighth form of art.
From Winemaking to Living Art
We’ve chosen to tell the story of wine not just as a product, but as an artistic process. A creative act born from the land, shaped by time, and brought to life through human knowledge. A gesture that blends technique and intuition, capable of creating emotion, experience, and culture.
With The M Movement, we give voice to this vision. Our manifesto is a poetic and powerful statement: those who drink contemplate, those who produce create.
The Winery Becomes a Creative Laboratory
Oggi Montina è molto più di una cantina. È uno spazio dove l’arte viene non solo accolta, ma anche creata, condivisa e vissuta.
Abbiamo immaginato un luogo aperto – fisico e digitale – dove artisti, performer e creativi possano dialogare con il mondo del vino e interpretarlo come forma espressiva.
Every room in our winery, every bottle at rest, every tour becomes part of a broader story: a sensory experience that unites wine, art, and our land.
TikTok and Our Call for Artists
A key part of this project will be the launch of our new TikTok channel, dedicated to The M Movement. It will serve as a dynamic platform to give voice to the artists we collaborate with, featuring original content: performances, visual storytelling, and videos dedicated to winemaking as living art.
We will personally invite selected artists, but soon we’ll also open a call for artists, welcoming anyone who wishes to share their vision inspired by our manifesto and the world of wine.
An Invitation to Create, Together
Through The M Movement, we want to build a vibrant cultural network – a movement that begins with a glass of wine and extends to thought and creative expression.
This is how we celebrate the profound bond between wine and art: no longer just a dialogue, but a true fusion.
Our invitation is open. To those who observe, interpret, and create.
Because to us, wine is not only something to be tasted — it’s something to be lived.
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.
