The Sideways Effect: A Test for Changes in the Demand for Merlot and Pinot Noir Wines

This paper examines the effect of the movie <italic>Sideways</italic> on US wine consumption. Specifically, we examine the affects of the movie on the consumption of Merlot, which is derided in the movie and the affect on Pinot Noir, which is praised. We examine the trends in consumption before and after the movie and perform statistical tests for structural changes in consumption. We also test for changes in consumption of each varietal by price point. (JEL Classification: C22)