Alexander Payne had modest expectations for when his unassuming indie about an antic-filled buddy road trip through idyllic California wine country hit theaters in the fall of 2004. With an estimated budget of $16 million, the film wound up raking in more than $100 million worldwide and an Academy Award for best adapted screenplay — in addition to nominations for best picture, best director and best supporting actor (Thomas Haden Church) and actress (Virginia Madsen). “As we were making , I thought it was just a nice little comedy and had no idea that it would ever stand the test of time,” says Payne.
“And the merlot line that supposedly changed the wine industry? Well, it was just a joke, one single line in a movie. Who could have ever predicted that?” Related Stories The line in question comes about halfway into the movie. Miles, the pinot noir fanatic played by a typically agitated Paul Giamatti, and his about-to-be-married friend Jack (Church) argue outside a Los Olivos restaurant in which their beguiling new acquaintances Maya (Madsen) and Stephanie (Sandra Oh) await.
“If anyone orders merlot, I’m leaving,” Miles barks. “I am not drinking any fucking merlot!” Those 13 words would have an oracular effect, say sommeliers and industry experts, causing sales of merlot wines to plummet, to the benefit of Miles’ preferred varietal. This dynamic — measured in a 2009 Sonoma State University study that attributes it directly to the movie — was felt in wi.
