We work on the simple principle that people will drink Soul Tree if they like the wine and the people behind it. We don't operate on a strict set of rules, but there sure are a set of principles that guide our every action. Finally, we may find the going tough at times, but we sure as heck are not going to compromise on these in a hurry.

Here are some of Soul Tree’s guiding principles:

• Always uphold the highest standards of integrity, honesty, and professionalism
• Promote responsible drinking
• Never knowingly oversell
• Always comply with local laws and statutory requirements
• Respect the rights of the individual
• Respect the traditions and culture of communities
• Protect the environment