Thanks for the link, Robin -- hilarious. I'll beef up my essay on this advertisement thanks to you; here's the current version on WQ101:
The most memorable U.S. wine campaign ever was Orson Welles intoning, "We will sell no wine before its time," for the Paul Masson brand in the late seventies, and the image stuck: of wine as a special-occasion drink, which should be drunk in the right year, using the appropriate glasses, paired with the right food.
The Wall Street Journal Interactive Edition, November 17, 1997.
We sell no wine before its time.
Paul Masson, NBC TV, November 16, 1987, quoted in Simpson’s Contemporary Quotations, James B. Simpson, 1997.
We will drink no wine before it’s poured. Many sources.
Jason Brandt Lewis thinks that Orson Wells saying Paul Masson will sell no wine before its time -- when the wine takes 4 months to make -- is a just a crock of sediment.
Don Chapman, The Honolulu Advertiser, 1970s.
Robin Garr: Putting on Wellsian grumble: "Thursday was a most excellent vintage ... "
Napa Valley vintners (several): Orson Wells: “No wine before its time.” Banker: “It’s time, Paul.”
Tonight Show Johnny Carson and his Mighty Carson Art Players did a skit entitled "TV ads we'd like to see". One of them had Johnny, waist stuffed with pillows and cotton in his cheeks, as Orson Welles. He majestically declaims, "Here at Paul Masson, we will drink no wine before its time". Then there's a cut to a skid row alley where Carson, dressed as a skid row bum, glances at his watch, gleefully exclaims, "It's time!", unscrews the cap a bottle in a paper bag and proceeds to chug-a-lug the contents.
Paul Winalski, WLDG, 2001.