The Sideways Effect" is real: After the 2004 motion picture came out, in which Paul Giamatti's wine snobby writer Miles Raymond famously loves pinot noirs and infamously hates merlots due to the fact his ex-wife drank them, the product sales for just about every wine skyrocketed and plummeted, respectively. (For better or even worse, merlot is back on the uptick.