For López de Heredia, tradition and conviction are life-long attitudes. Their winemaking process has been passed on from generation to generation, and their daily tasks are rooted in tradition, yet at the same time based on their deep belief in the validity and modernity of their methods.  By “tradition”, they do not mean immobility and opposition to change; rather a dynamic and aesthetic concept in maintaining eternal principles and criteria. They are perfectly aware of the rhythm of change, and for this reason, their openness to change, their flexibility, their non-conformism and their self-criticism  will enable  to face the future. What they have inherited from their ancestors is what converts their idiosyncrasies into positive qualities and attitudes.