Casillero del Diablo
Concha y Toro Winery in Chile founded the Casillero del Diablo drink. Don Melchor de Santiago y Toro & wife Emiliana Subercaseaux founded it in 1883.
Don Melchor realised that there was bottles missing from his cellar, which was a frequent process, apparently he had spread a rumour that the Devil lived in his cellar, this put an end to all the stealing of his cellars a legend tells.
Casillero del Diablo has gone on to become one of the biggest Latin America brands of wines.