Twenty years after dramedy Sideways, a look back at how the movie shaped wine tourism [Globe and Mail, The (Toronto, Canada)]
Travel Leisure Co. Common Stock (TNL)
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Source: Globe and Mail, The
film Sideways . Twenty years after the release of the Academy Award-winner (for Best Adapted Screenplay), the story of two friends touring Santa Barbara wine country continues to draw attention to the region and one of its staple grapes, pinot noir. “There's no amount of money, no ad campaign that could have created this kind of publicity,” Ostini says. “All these new people have come in and challenged us to get better.” Filmed on location in California's Buellton, Solvang and the Santa Ynez Valley, the road-trip movie featuring actors Paul Giamatti, Thomas Haden Church, Virginia Madsen and Sandra Oh captured the sunshiny beauty of the region, beaming bucolic vineyards and quaint villages into cineplexes and TV screens around the world. A so-called “ Sideways effect” followed, as sales of pinot noir skyrocketed by 300 per cent in the decade after the film's release. Some winemakers accused the film of souring the reputation of Californian merlot, but that grape's commercial success
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