i was just reading a wiki page on pinot noir, and it said this...

During 2004 and the beginning of 2005, pinot noir became considerably more popular amongst consumers in the United States of America, Australia, New Zealand and Asia possibly because of the movie Sideways.[20] Being lighter in style, it has benefited from a trend toward more restrained, less alcoholic wines.
then it said this under merlot...
Merlot was mocked by the main character in the film Sideways who prefers to drink Pinot Noir instead, which may have played a role in a concurrent slowing of Merlot sales.
tbh i think this is probably true. i mean why else would pinot noir suddenly increase in sales, and merlot suddenly drop? too big of a coincidence. its just funny how a few lines in a movie could have that have that kind of influence on people.