http://www.geocities.com/winelabels/wines.htmp, on the wine named Est! Est! Est!:
In 1110 Bishop Johann Fugger was travelling from Ausberg to Rome for the coronation of Emperor Henry V. The German was a wine-lover and sent his servant Martin a days journey ahead to find suitable inns to stay. Martin was instructed to write the word Est on the door of the inn with the best wine. When the good Bishop arrived at the small hilltop village of Montefiascone, overlooking Lake Bolsena some sixty miles from Rome he found Est! Est!! Est!!! written above the door of the inn. And it was true. The wine was so much to the Bishops taste he stayed there until the end of his days, drinking the fine wine of the town. And he is still there; his tomb can be seen in the church of St. Flavio, with Martin's inscription.
Est. Est. Propter Nimium
Est Hic Jo. Defuk Dominus
Meus Mortuus Est
('On account of too much Est Est Est my master Johannes di Fugger died here.' - Defuk being the Italian form of Di Fugger)