The winery's credo is based on a marriage between the European theory that "good wine begins in the vineyard" and the New World claim that "the winemaker is responsible for the wine's character and identity". Therefore the location of the vineyard is always top priority and this entails a winning combination of climate and soil, referred to by the French as "terroir".
The search for the best wine grape vines led the Flam brothers on a journey across mountain ridges and streams and a thorough check of different soil types, various micro-climates, vegetation and flora, until the most suitable vineyards were located in the Upper Galilee and the Judean Hills. "We believe that the variety and types of soils in the private vineyards that are personally supervised by us contribute to bold and expressive wines that reflect the re-emerging Mediterranean winemaking tradition. We are committed to producing wines that reflect the local habitat and provide a sense of their origins".