After the reconstruction of London following the Great Fire of 1666, the Pontac family decided to open a restaurant serving as one of the finest restaurants in the city, the "Pontack's Head," where a wine would be served that, unlike its competitors, did not simply display a region of origin but a terroir name: "Hobriono." This was the first "brand" in the world that established the reputation of both the estate and the entire Bordeaux vineyard. Today, Château Haut-Brion still represents Bordeaux excellence and the grandeur of the Pessac-Léognan terroir.