While you might expect films of the broad mainstream appeal of Skyfall or The Avengers to have their impact on sales of associated products, a small scale indie film about a couple of not very likable guys having mid-life crises is less obviously going to exert such an influence. Nevertheless, perhaps the most famous example of a film's influence on wider food or drink tastes is the so-called Sideways Effect that occurred in the wake of Alexander Payne's 2004 drinking tour dramedy. In the film, Paul Giamatti's pompous, thin skinned wannabe novelist Miles is associated with Pinot Noir wines because the difficult to cultivate but ultimately rewarding grape variety is a fit for his character. In the same way, Miles denigrates the mainstream popularity of Merlot, famously yelling "I am NOT drinking any f*cking Merlot!" in an oft quoted scene. Regardless of the fact that wine quality is about far more than just the difference from one grape variety to another, the film quickly created a new market for Pinot Noir wines, while Merlot suffered in comparison. While the downturn in Merlot popularity was probably not all that significant in the longer term, Pinot Noir's Sideways boost has continued to this day. In the months following the movie, Pinot Noir sales were up 16%, but even ten years later there is still an ongoing increase of 9%, perhaps the greatest example of even a low key movie's ability to effect ordinary people's tastes and choices. Ever had your dinner menus dictated by on screen diners? Leave your film-food favourites in the comments below.
