Adam Montefiore, a descendent of the legendary philanthropist, studied the secrets of winemaking in the UK, his birthplace. He made aliyah to Israel to put his Zionism into a bottle... Today, in the capacity of Carmel's international marketing director, he permits himself to direct a little arrow towards his fellow Israelis who couldn't figure him out. "Wine belongs to the world of the pompous," he said. "Many people claim that they are understand wine, when in fact they don't know a thing. Things have improved in recent years, but even today in the most prestigious restaurants, those who recommend the wine are students earning extra income, and not sommeliers - trained wine stewards."