Sideways Uncorked: The Perfect Pairing of Film and Wine.
Kirk Honeycutt, a film critic, and Mira Advani Honeycutt, a wine journalist, released a new book in November 2024 named Sideways Uncorked: The Perfect Pairing of Film and Wine.
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Why Write About Sideways Now?
It’s been 20 years since the release of the movie Sideways, a film that captured wine enthusiasts and casual viewers alike. To celebrate this milestone, Kirk Honeycutt, a film critic, and Mira Advani Honeycutt, a wine journalist, released a new book in November 2024 named Sideways Uncorked: The Perfect Pairing of Film and Wine.
I have always been interested in the correlation between market supply and demand, media impact on buyer selections, and, of course, wine. The Sideways effect has always fascinated me, so when the book came out in November, I had to buy it. Time flew by, I had planned to read it for a long time but finally managed to do so on a five-hour plane ride.
As a Sommelier, you should care about Sideways, both the book and the film, because it significantly influenced the wine industry, media impact, and consumer behavior in ways that still resonate today.
For example:
Trends shape pricing, availability, and wine styles. The Sideways Effect led to a surge in Pinot Noir demand while hurting Merlot sales, showing how media can shift an entire market.
Pop culture influences consumer choices. Many wine drinkers follow trends set by movies, TV, and social media, even without deep knowledge, making storytelling a powerful tool for sommeliers.
Understanding these dynamics helps a sommelier anticipate market shifts, guide customer preferences, and craft compelling narratives around wine.
Now, I want to share the highlights from the book with you.
The book dives into the history of Sideways and its impact on both wine culture and the Santa Barbara wine region. What makes it fascinating is how this independent film, created on a limited budget, became a cultural phenomenon, redefining perceptions of wine.
For instance, Sideways elevated Pinot Noir while Merlot sales took a hit after that unforgettable line:
“I am NOT drinking any f***ing Merlot!”
Interestingly, other films have also impacted wine consumption. Take Bridget Jones’s Diary, where the main character drowns her sorrows in Chardonnay, a scene that ended with a drop in Chardonnay sales in the UK. If you like to read more about it I found this old article from 2008 Independent here.
It’s a fascinating reminder of how the media influences our choices.
Sideways Uncorked: The Perfect Pairing of Film and Wine.
The Legacy of Sideways
The book Sideways Uncorked offers a blend of humor, history, and insight. It takes you on a journey from Santa Barbara wine country to Burgundy, weaving in stories of Napoleon, phylloxera, and the passion of winemakers. What stood out to me were the descriptions of Pinot Noir, its fragility, elegance, and charm.
What’s interesting is how Sideways made wine accessible. It sparked curiosity about wine, and gave people a simple and a meaningful way to connect with it.
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The “Sideways Effect” on Wine Sales
One of the most unique impacts of Sideways was its influence on wine sales. According to the California Grape Acreage Reports published by USDA NASS, Sideways slowed the growth in Merlot sales volume and caused its price to fall. Conversely, the film caused Pinot Noir sales to sky rocket with both volume and price seeing significant increases. These shifts were not just limited to California wine but resonated throughout the wine world.
For example, the data from the California Grape Acreage Reports highlights this trend clearly:
Pinot Noir Acreage: In 2000, there were 11,769 acres of Pinot Noir in California, which grew to 44,000 acres by 2017, an increase of approximately 267%!!
Merlot Acreage: Merlot plantings decreased from 42,070 acres in 2000 to 44,000 acres in 2017, marking a decline of about 12%.
These figures illustrate the big impact of Sideways on consumer behavior and grape planting in California.
Screenshot taken from the California Grape Acreage Reports published by USDA NASS. Links to the reports can be found under each screenshot.
Source: Screenshot from: California Grape Acreage Reports published by USDA NASS. View full report here
Source: Screenshot from: California Grape Acreage Reports published by USDA NASS. View full report here
Alexander Payne’s Direction and Kirk Honeycutt’s Reflections
In the book, there are reflections on how Sideways evolved, the dedication behind its screenplay, and its lasting influence. While Rex Pickett’s original novel inspired the movie, it was Alexander Payne’s direction that brought the story to life on screen. The Honeycutts, in their book, dive into these cultural aftermath effects, providing additional layers of insight. It’s a “skål” not just to the film but to the wine industry it impacted.
What’s Next for Sideways?
As we look back 20 years, I can’t help but wonder how the legacy of Sideways will continue to evolve. Will Sideways Uncorked inspire a new generation of wine enthusiasts? And what new media movements can shape the grape future of tomorrow? Will it be more bite-sized TikTok trends, or even Reddit, where a lot of the community highlights niche grapes and more unconventional styles, films about climate change, or even crowdsourced communities? I have a hard time myself seeing one movie or an event being as drastic as the Sideways effect considering that 2004, social media was not existing, therefore I believe more in smaller peaks from the sources mentioned above, but who knows?
