Hasnain says:

“These roughly five or six seconds of dialogue had a profound effect on popular perceptions of Merlot and, in turn, on the entire California wine industry. According to a new study published in the Journal of Wine Economics (no, I did not make that up), in the years following Sideways’ release the price of Merlot fell and California wineries converted thousands of acres of Merlot grapes into the varietal preferred by Giamatti’s character in the film: Pinot Noir.”

Posted on 2022-01-25T07:44:42+0000