John Gillespie Quotes on Time (3 Quotes)

The only thing worse than what consumers don't know about vintage dating is what they nonetheless believe. From the time Orson Welles intoned the famous line for Paul Masson in the 1970s 'We will sell no wine before its time,' people have maintained the notion that when it comes to wine, older is better. Unfortunately, such a belief can lead to poor choices of wine and disappointment with a purchase.

They commissioned us to do a study of consumer awareness and consumer attitudes about wines made from grapes having extended hang time, and more concentrated and more intense flavors. We did the research, completed the study, and presented it as one of their seminars last year.

Paul Masson once promised to sell no wine before its time, but a new survey suggests many consumers don't know when wine may be past its prime. A recent nationwide survey of 429 wine drinkers showed most believe modestly priced white wines get better with age, something the study's author says is rarely true. The idea that wines get better with age is ingrained in our consciousness, whether we like it or not, ... But that doesn't mean it's true for all wines.