Canandaigua Wine Company, Inc.: We Will Sell No Wine Before Its Time campaign
Rebecca StanfelOverview
In 1975 Paul Masson—a California winery owned at the time by Joseph E. Seagram & Sons and purchased in 1992 by Canandaigua Wine Co., Inc.—launched the largest advertising campaign in its history. Television and radio commercials and print ads featuring Orson Welles, the legendary creative force behind such acclaimed movies as Citizen Kane and The Third Man,represented an effort to strengthen the brand's image, differentiate Paul Masson from its competitors, and convince consumers of the quality of Paul Masson wine....