Paul Masson wine - Pinot Chardonnay and Cabernet Sauvignon, featuring Orson Welles - print, 1980

Orson Welles was hired as a spokesperson for Paul Masson's wines in 1978. Even though Paul Masson's winery had been producing California wines since 1892, it was largely known as a cheap wine and getting the actor-director as their spokesperson was their plan to elevate their status. 

Experts say Paul Masson Cabernet Sauvignon is a mature, complex wine, with nice wood. What they're trying to say is...it tastes good. Paul Masson will sell no wine before its time.

By 1980 the brand pulled out all the stops, having Orson Welles proclaim how lovely their wine was in his backstage dressing room as a superbowl ad, as these two print ads ran in various lifestyle and news magazines. 

Experts will tell you they drink Paul Masson Pinot Chardonnay because of its full varietal aroma, brilliant color and long pleasant finish. What they mean is...it tastes good. Paul Masson will sell no wine before its time.
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