The blurb on the front label was amusing:
More than 100 years ago Don Melchor de Concha y Toro reserved for himself an exclusive batch of the best wines he produced. And, to keep strangers away from his private reserve, he spread the rumor that the Devil lived in that place. Hence the name Casillero del Diablo or Cellar of the Dead.I remember similar stories from my childhood. One of a guy who spread the rumor that he'd randomly drilled out logs and inserted dynamite in order to prevent the stealing of firewood, and another of a farmer who would claim to inject certain watermelons with castor oil. On the other hand, we have the old joke about a chicken recipe that begins "First you steal a chicken...", with the cuisine in question changing over the years to reflect various regional and ethnic prejudices.