page_title: Orson Welles Paul Masson advertisements
section_title: 1978 - Dressing room, Rhine Castle
hierarchical_section_title: Orson Welles Paul Masson advertisements / Ad synopses / Subsequent adverts / 1978 - Dressing room, Rhine Castle
caption_attribution_description: English: 1970s wine advert
context_page_description: Orson Welles acted in a series of advertisements for Paul Masson California wine from 1978 to 1981, best known for their slogan "We will sell no wine before its time", becoming a much-parodied cultural trope of the late twentieth century. Years later, the commercials regained notoriety when a bootleg recording of out-takes was distributed, showing a clearly inebriated Welles on the set of one of the commercials.
context_section_description: The second ad showed Welles with a bottle of 'Rhine Castle' riesling in a theatre dressing room, in theatrical costume and makeup, telling the camera:
  "A great deal of time and care go into the production of a fine play, just as they go into the making of a fine wine. Paul Masson's 'Rhine Castle' - the taste is smooth, flavourful, delicious. Paul Masson's wines taste so good because they're made with such care. What Paul Masson himself said nearly a century ago is still true today: We will sell no wine before its time."
  The setting of a theatre was a somewhat incongruous one - at the time of shooting, Welles had neither acted in nor directed any plays for 19 years. Annarino remembers filming the advert:
  "The second commercial had Orson seated at a makeup table in his dressing room wearing a large caftan. Underneath the caftan he wore his big black jacket. I mentioned the jacket wouldn’t show in the commercial so maybe he’d be more comfortable without it. “Oh, no,” said Orson. “It makes me look bigger.” It sure did."
caption: Dressing room
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