Sales of Pinot Noir boosted by hit independent movie Sideways

by Staff, Brand Republic 22-Feb-05, 08:50

NEW YORK - Sales of Pinot Noir wine have risen to record levels in the wake of the popularity of Oscar-nominated film 'Sideways', which shows a pair of friends on holiday in California's wine country.

The film's main character Miles, played by Paul Giamatti who previously appeared in 'American Splendour', is a wine snob who is a fan of Pinot Noir and turns his nose up in disgust at Merlot at every opportunity.

In the film, he goes for a week to California's Ynez Valley with his friend as part of their week-long, pre-wedding bachelor trip, and much of the film is spent with the main characters tasting and discussing wine, including a pivotal scene where Miles talks about why he loves Pinot Noir with love interest and co-star Virginia Madsen.

"Only somebody who really takes the time to understand Pinot's potential can then coax it into its fullest expression. Then, I mean, oh its flavours, they're just the most haunting and brilliant and thrilling and subtle and... ancient on the planet," he says,

In another scene he is shown refusing to drink Merlot, even if it means offending his date. "No, if anyone orders Merlot, I'm leaving. I am NOT drinking any fucking Merlot!"

Research by ACNielsen suggests that since the film was released, sales of Pinot Noir in the US are up by 16% compared with the same period last year, driven by domestic growth.

It also shows that more people are trying Pinot Noir, especially in California, where the film is set.

However, it appears that Miles' disdain for Merlot has not seen the wine fall from favour, with it remaining the biggest-selling red wine in the US, ahead of Cabernet Sauvignon.

Danny Brager, vice-president of ACNielsen's beverage alcohol team, said: "The movie 'Sideways' exemplifies a new reality of marketing today -- that non-traditional methods such as product placements can be effective at cutting through all the clutter to generate interest and trial in products that people may not have been familiar with before."

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