The Sideways Effect
The American Association of Wine Economists recently
published a research paper at www.wine-economics.org
written by Steven Cuellar and Dan Karnowsky of the
Department of Economics at Sonoma State University.
This paper examined the effects of the movie ‘Sideways’
on United States wine consumption of Merlot, which is
derided in the movie and of Pinot Noir, which is praised.
‘Sideways’ was released on October 22, 2004, and
worldwide sales were just over $100 million, making it the
40th highest grossing movie of the year.
The results of the study showed that the movie ‘Sideways’
had a small negative impact on the consumption of Merlot
while increasing the consumption of Pinot Noir. The
positive impact on Pinot Noir was greater than the negative
impact on Merlot. After the movie’s release, the price of
Merlot decreased, while the price of Pinot Noir increased.
In addition, the paper indicated that there was a general
increase in wine consumption due to the movie’s