The legend has it that in 1111 the Bishop Johannes Defuk came in Italy following Henry V who was going to Rome to receive from Pope Pasquale II the imperial crown. As lover of good drinks, the bishop had instructed his faithful servant Martino to precede him along the way and indicate with "est" (there is) the inns with good wine, "est, est," those with very good wine. Once arrived in Montefiascone the servant Martino was so entranced by the wine that he found the way to place the inscription Est! Est !! Est !!!