The Wine Knows

Thank goodness someone at Sonoma State University is putting California tax dollars to work by confirming that the hit 2004 movie Sideways caused Pinot Noir sales to increase in America.

I think the empty warehouses in Oregon were a good indication, as were all the news reports we've read for the past three years.

One interesting tidbit in the Decanter article on this: The effect was temporary as it related to Merlot, which dropped in California when the film came out. Merlot sales were up 6% by last December.

If you want to download the report (it's a PDF), click here. Despite my mild snarkiness, it's pretty interesting reading.