The winery became famous for its slogan, voiced by Orson Welles in television commercials: "We will sell no wine before its time."

Masson originally worked for Charles Lefranc, one of a number of French immigrants who had expanded the viticulture introduced into the Santa Clara Valley by the Catholic mission fathers.

[citation needed] In 1905, on a knoll above the winery, Masson built his house, dubbed "The Chateau", where he developed a reputation as an unrivaled host.

His wife Louise Masson was a prohibitionist and did not attend the lavish dinner parties held at The Chateau.

These concerts featured famous performers such as Ella Fitzgerald, Tony Bennett, Aimee Mann, Ringo Starr, Stevie Wonder, Ray Charles, The Beach Boys, Santana, Airto Moreira, and Flora Purim.