Maddox, author of The Best Page in the Universe, wrote about exactly this phenomenon shortly after the movie came out. [1] Warning: It's Maddox, so it's crass.

Maddox, author of The Best Page in the Universe, wrote about exactly this phenomenon shortly after the movie came out. [1] Warning: It's Maddox, so it's crass. >In the movie, Giamatti's character is a wine aficionado who drinks Pinot Noir in favor of Merlot, a wine that he despises. Now every idiot who has seen the movie has suddenly become a wine expert, and Pinot sales have shot through the roof. NPR interviewed a guy who said, and I quote: "I used to drink merlot, and after I saw the movie, they say 'don't drink merlot,' so [now] I'm drinking pinot noir... " [1] http://thebestpageintheuniverse.net/c.cgi?u=sideways http://thebestpageintheuniverse.net/c.cgi?u=sideways