SHANGHAI -- According to legend, Don Melchor discovered late last century that his finest wines were being stolen. So the founder of Concha y Toro Winery spread a rumor, that the devil lurked in the dark corners of his family cellar. The prized bottles stopped vanishing, and the story behind the Casillero del Diablo brand was embedded in wine folklore.
Then, a few months ago, the story was embedded in the Casillero del Diablo web site too-- in Mandarin.
It may be a leap from Don Melchors haunted cellar to