The film's success supercharged what was once a sleepy wine-growing region. According to figures from the Santa Barbara Vintners, there were 60 wineries in Santa Barbara County in 2001. As of 2023, that number had increased to more than 300.
Miles' famous statement about merlot made waves, too: Pinot noir production jumped 170% by 2017, according to NPR, while merlot production simultaneously dropped.
With every joke and wine-stained escapade, Miles and Jack managed to change this stretch of California's Central Coast forever. The quirky buddy road trip comedy remains one of the most recognizable films about rural California.
The film jump-started the tourism industry in the area, which has also brought with it new restaurants and hotels. In just the past decade, new lodging options include the renovated Skyview Motel and the upscale Auberge property the Inn at Mattei's Tavern.
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