"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."