Eduardo Chadwick Claro

And you mentioned that Robert Mondavi, the Judgment of Paris and all that really changed the world of wine, not just Californian wine.

Part of that maybe could be some of Mondavi's partnerships that he crafted with wineries around the world, like Opus One with the Rothschilds or Luce with the Antinoris and Eduardo Chadwick in Chile.

How do you think... all this promoted the evolution of almost like American wine culture, if you want to call it that, to the world of wine.

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So it's an interesting, interesting point.

And for the business angle, as we like to cover here, the Judgment of Paris was a really interesting event that obviously created a huge amount of impact.

And other people have tried to do similar things, like Eduardo Chadwick had his Berlin tasting for top Chilean wines to wines around the world.

Do you think this methodology is still meaningful and could be used by producers or regions today to try to gain relevance?