Chiara Maci Tells the Story of Franciacorta Through the People Who Make It Unique.
There is a new way to tell the story of wine—one that begins with people before the product itself. This is the idea behind „Storie di Franciacorta“, the new video series created through a collaboration between the Consorzio per la Tutela del Franciacorta and renowned food expert and storyteller Chiara Maci.
A food expert, sommelier, television personality, author and passionate advocate for great food and wine, Chiara Maci will take viewers on a journey of authentic encounters and personal stories, giving a voice to the people who shape the identity of Franciacorta every day. Rather than a technical or educational narrative, the series offers an intimate, collective portrait centred on people, families, ideas and visions.
Launching in July 2026, the series will unfold across six episodes, each exploring a theme that reflects both the present and the future of the region: sustainability, innovation, generational transition, female leadership, heritage and wine tourism. Each episode will feature three wineries connected by a common narrative thread. Their voices will come together to create a collective story that reveals the most authentic soul of Franciacorta.
„I’ve always believed that wine is, above all, a story about people. Behind every bottle are families, moments of insight, times of change, and small everyday gestures that often go unnoticed. With Storie di Franciacorta, we chose to begin exactly there—with the emotions, decisions and lives of the people who make Franciacorta what it is every single day. I love the idea of stepping into wineries with curiosity, free from preconceptions, and letting the stories speak for themselves,“ says Chiara Maci, introducing the project.
Moving through vineyards, wineries, workplaces and everyday moments, „Storie di Franciacorta“ will explore the challenges, transformations and choices of the people who live and work in this territory, allowing its defining values to emerge naturally. Franciacorta itself will remain in the background, acting as the guardian of a denomination whose true strength lies in the people who represent it.
The series will premiere on YouTube, the project’s main editorial platform, and will be supported by dedicated content and vertical formats across the Instagram profiles of Chiara Maci and Franciacorta. All episodes will also be subtitled, making the series accessible to an international audience.
More than an editorial project about the Traditional Method, „Storie di Franciacorta“ is an invitation to look beyond the glass. To discover that behind every bottle of Franciacorta lie ideas, relationships, responsibilities and values passed down through generations. Because the true value of a territory is not only what it produces, but how its people live it, preserve it and continue to imagine its future.
