At Paul Masson, we will sell no wine before its time.

This line is best known as an advertising slogan for Paul Masson, a California winery and sparkling-wine brand. It became widely recognized through mid-to-late 20th-century television commercials, most famously those featuring actor Orson Welles as the spokesperson. The phrase trades on the idea of proper aging and patience in winemaking—positioning the brand as committed to quality control rather than rushing product to market. Although often repeated as a stand-alone “quote,” it originated in commercial copywriting and brand messaging rather than in a literary or political speech, which is why it is frequently attributed to “Anonymous.”

The slogan asserts that time is an essential ingredient in quality: wine must mature before it can be offered for sale. On a literal level, it promises restraint and standards—no premature bottling or release. More broadly, it functions as a maxim about craft and patience: worthwhile results require waiting until conditions are right. As advertising, it also reassures consumers by implying the producer is willing to sacrifice short-term profit for long-term excellence, turning “before its time” into a memorable shorthand for authenticity, tradition, and disciplined production.

1) “We will sell no wine before its time.”
2) “Paul Masson will sell no wine before its time.”
3) “No wine before its time.”