Question from Author

[howardb]

For a new book about brands (of all kinds, not just wines), I remembered the Orson Welles campaign, "We will sell no wine before its time." The campaign was for Paul Masson vineyards.

My question: at the time, were there issues with other vintners selling wine too early? Why was this particular tag line used -- sell no wine before its time-- or was it just written to sound impressive or authoritative?