Philosophy

A project of life. A life of project.

I N T R O D U C T I O N

A project of life. A life of project. Young, fresh, modern. Sensible to change, new trends and time challenges. This is the choice: radical yet simple, extraordinary yet very normal, distant though unmistakably close. Close to stories, trips, close to our eyes open over the world, and the world disclosed before our eyes.

W H Y   M Á S

A few letters to say a thousand things joined by an invisible thread: to be Avant-garde. Project the best, offer the maximum. For ourselves and for others. Because thinking Más is also and above all a way of living a lifestyle.

W H Y   I T A L Y

He who shuts the door onto the past, has no door left to be open for the future. Roots cannot be explained. They lie there, spread beneath our feet, giving us sap, hope and life.

They follow us on each step we take, and of each step they are responsible. For us being Italian simply means this: creativity, abnegation, poetry. Our culture, window to the world, history to respect and spread, means of recovering something and delivering it in our own days.

W H Y   A R G E N T I N A

We devour Argentina: aromas, music, dance. Ferments of an extraordinary country which is also a metaphor for the life of each of us: to fall, to walk, to stand up. To run. And to reconquer. Because quality conquers. This is why we have offered no resistance to her claims that added up to a choir akin to our youth, willingness to do, hope to create, need to exist. And the desire to be a minute fragment, a crazy splinter, a minuscule tile of a splendid mosaic. The page of a story we will tell and which will tell about us.

W H Y   M E N D O Z A

It is said that one cannot be well unless one is somewhere else. And there is nowhere else but Mendoza, we say. Having arrived less than a year ago, we immediately fell in love. With its mountains, streets, perfume, people. With the territory and its eldest son: the Wine. A product as well as a philosophy that we deeply feel as ours. We will rock him, take care of him, and follow him from his birth to the craddle: the bottle. And we will grow with him. Improving every year, more structured, strong and agreable. Because old age does not exist, only maturity.

W H Y   T H E   W I N E

Because it reveals itself. Speaks of a wish of drinking life drop by drop. Until unworried drunkenness. The sublime sweetness. The most natural ecstasy.

Because we like it. To think it, to produce it, to make it. To taste it.

Because it is history in the noblest sense of the word: behind each cluster, each fistful of earth, each bottle, each label, there is a Project, a Thought, a Time.

Because its esence is remote and contemporary: it trails the past, it builds today, and it points at tomorrow.

Because it is a world within the world. Open to new instances, politics, ideas. Speed and continuity. Of eye, mind and glass. Alla salute.

H O W

Think, project, carry out. At the maximum and for the maximum. The flow of our stories (and proficiencies) merges at a common sea: business, finances, and communication, come together into a single ritual. And a philosophy: never define a finish line. Not even regarding Wine, the beating heart around which the Idea will turn: enterprise, services, tourism, marketing, trade, culture, media, research, and product. Through a flexible structure, multivalent, sensitive to the new instances and changes. We will neither put limits to Providence,  nor will we allow Providence to limit us.

The value lies in the Idea. That which is attached, be our presumption forgiven, is Ours: a bridge between Mendoza and Italy.