When the aristocratic Don Melchor de Casa Concha wanted to keep thirsty winery workers from drinking his best wine, he made up a story that the devil lived in the wine cellar where the barrels were kept.
What can the wine industry learn from Concha y Toro? – Comment
When the aristocratic Don Melchor de Casa Concha wanted to keep thirsty winery workers from drinking his best wine, he made up a story that the devil lived in the wine cellar where the barrels were kept. It was a high-risk strategy.
