This advertising content was produced in collaboration with our partner, Planeta.
With several millennia of production behind it, the story of wine is anchored in antiquity. But as a living, evolving expression of the land itself—plus the people who farm it, the communities that shape it, and those who consume it—wine is also inarguably a contemporary story.
Such is the vision that Planeta, one of Italy’s most influential wineries, along with other Italian winemakers and thought leaders, articulated in 2025 in the Manifesto di Noto. Born from a collaborative and multidisciplinary conference titled Wine is a Contemporary Story, hosted at Planeta’s Noto Buonivini estate, the manifesto “is an act of reflection and commitment, recognizing wine not only as an agricultural product of excellence but also as a cultural expression, a common good, and a tool for connecting people.”
As such, the eight principles that comprise the manifesto not only frame wine in a contemporary context, but offer guidance for its resilience in an uncertain future. The principles consider wine’s role in agriculture, culture, the economy, and society while emphasizing inclusiveness, diversity, sustainability, and adaptability—plus meaningful communication with a changing audience.
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Planeta is not only a primary driver of these tenets, but is itself emblematic of wine as a contemporary story, and has long been a living embodiment of these principles. Founded more than 30 years ago by Alessio, Francesca, and Santi Planeta, the winery draws on both the family’s agricultural roots and Sicily’s long viticultural history while embracing innovation across wine, farming, hospitality, and communication.
Beyond being a major proponent in the establishment of Sicilia DOC, which helped communicate the quality of Sicilian wine beyond its shores, Planeta helped give rise to the SOStain protocol in 2010, one of Italy’s first regional viticultural sustainability programs. Across Planeta’s wine estates in five distinct Sicilian territories—Menfi, Vittoria, Noto, Etna, and Capo Milazzo—where immersive visitor experiences such as Viaggio in Sicilia have long been a Planeta hallmark, the people behind Planeta have demonstrated to visitors that land, wine, hospitality, and culture are inextricably intertwined. Art and theater installations such as the Sciaranuova festival and the recently launched, site-specific Constellations of Art encourage even deeper reflection.
Storytelling has always been a form of communion between the teller and the listener. In the spirit of the greatest storytelling traditions, through its initiatives, its thought leadership, and the wines themselves, Planeta is helping to ensure that the story of wine is one that is vital, contemporary, and will continuously be told.
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