"Sideways," the buddy flick for oenophiles, seems to have singlehandedly boosted the sales of Pinot Noir in the U.S. Sales jumped 16 percent from Oct 2004 to January 15, 2005, and 135 percent in California's Central Coast supermarkets in a one year period ending Jan. 15.
The movie's lead character, an English teacher with a passion for Pinot Noir, detests Merlot and is adamant he will not even sit down to dinner if his companions order the stuff.
( Be sure to see this film, if only for the lovely explanation Miles ( Paul Giamatti ) gives as to why he pursues Pinot Noir.)
So has Merlot sunk? Not according to Progressive Grocer. Merlot still leads Cabernet Sauvignon as the country's "largest" red varietal.