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.
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.
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