Sideways caused Merlot sales to drop

In Sideways, Paul Giamatti’s character is lovably snobby in regards to wine, and disparages Merlot throughout the film while praising Pinot Noir as the superior variety. Following the film’s critical acclaim, an indisputable impact on the wine industry was made – Pinot Noir sales jumped 16% in the Western United States, while Merlot sales dropped 2%.