Sniffing value

California winery Paul Masson made a splash with an ad campaign boasting the company 'will serve no wine before its time.' Delivered in a crisp, baritone voice-over by fabled actor and director Orson Welles, the advertisements became a cultural phenomenon and made Paul Masson a household name. But it was the message and not the messenger that struck a chord with consumers. Through a simple seven-word line, the virtues of patience and craftsmanship rang clear. Left unspoken were the ramifications