“We’ll Sell No Wine…”
“We’ll sell no wine before its time,” we’re told.
The fat and famous spokesman made it clear,
Each vintage has its period of gold.
(You must assess the pressing and the year.)
So, likewise, for each vintage comes a time
The point past which there’s no return at all.
Decay and oxidation work their crime,
And turn your sweetest nectar into gall.
So come, my dear, what are we waiting for?
Our cellar holds a few more bottles still.
Pick one and brush away the dust before
Time turns its contents back to must — time will.
Cast off our caution and our clothes and pour,
And drink with joy until we’ve had our fill.
Photo courtesy of TripAdvisor
NOTES: The shorter days and fainter light of September are stirring all sorts of poignant feelings. Something about this time of year makes me want to haul this old poem out of the cellar one more time.
I’m old enough to remember when Orson Welles employed his considerable talent to pitch some middle-of-the-road wine back in the late 1970s. He had been a celebrated actor, who had co-written, directed, and starred in Citizen Kane, what many still consider the best film ever made.
But he was difficult to work with, and had trouble raising money for his projects. So he turned to advertising to pay the bills. His Paul Masson spots where he declared, “We will sell no wine before its time,” are classic examples of great advertising.
Paul Masson sales reportedly rose by 33% while that campaign ran.