In the early 1100's an entourage was traveling to Rome for the Coronation of King Henry V. Traveling with them was a Bavarian Bishop, Johannes de Fugger, a lover of good wines. Because of this love, de Fugger sent one of his servants ahead to scout out Inns on the way to Rome which served wine of particularly good quality. When such an Inn was found, the servant was to write "EST!" (THIS IS IT!, in Latin) on the wall or door of the Inn so the Bishop would know where to stop for a meal and, especially, good wine.
When the servant tasted the wine at the Inn in Montefiascone, he was so excited about it, that he wrote- EST! EST! EST! - on the doors. Bishop de Fugger liked the wines so much that, after the Coronation, he returned to Montefiascone and lived there until his deatth.
De Fugger is buried in Montefiascone in the local church of San Flavanio where each year, in his honor, a barrel of his beloved wine is poured over his tomb.