"There is no question that the movie changed the fortunes of the Santa Ynez Valley and pinot noir more broadly," says Rex Pickett, the novelist and filmmaker best known for his novel Sideways, adapted into the hit 2004 film of the same name. "Before the release of the movie, pinot noir was 1% of the red wine market, and now it's at least 10% to 13%. Merlot was 25%, and now it's basically a blending variety. And the towns themselves, especially Solvang, which was just kitschy garbage in the '90s, now have dozens of tasting rooms and Michelin-starred restaurants."
Tim Snider, president of Fess Parker Winery and Vineyard, reflects on the duality of the impact of Sideways: "When they were scouting for the movie, there was a huge buzz among the winemaking community, but there was also a lot of scuttlebutt and concern about the message they were sending." His perspective illustrates the split feelings and apprehension among vintners regarding the film's influence.
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