What we need is more food movies. Get the people stuck in front of a screen for 2 hours and punt a product strongly enough and it's worth thousands in anyone's advertising budget. Take Chocolat for example, I don't have any figures to back my theory but I reckon chocolate sales went through the roof whilst that movie was on circuit. Same for Mexican food following Tortilla Soup and now with the movie Sideways on circuit the flavour of the month is Pinot Noir.
The movie is the chronicle of a road trip by two old friends in California wine country and heavily features Californian Pinot Noir but I'm sure that even here in South Africa it has stimulated a renewed interest in this often overlooked wine. of course you'll have to search far and near to find a decent Pinot Noir locally because not only is it notoriously difficult to deal with outside it's native Burgundy but it's way down the popularity stakes at the moment. The problem is that the movie will spark renewed interest in the cultivar, wine growers will see a gap in the market and like Chardonnay, in about 7 years time we'll be swimming in a sea of Pinot Noir and wondering how the hell we got there.
At the moment it's only about 0.5% of the plantings but if the movie works it's magic that figure will certainly change. So if you want to get ahead of the game and impress your friends with your sophisticated palate maybe now is the time to ease up on the Shiraz and Chenin Blanc ( honestly no-one drinks cab or chard anymore ) and start seeking out one or two decent Pinot Noirs - Bouchard Finlayson and Hamilton Russel are good starting points. Just don't expect the sort of religious experience depicted in the film, it's a pleasant wine, not an earth shattering wine and it does benefit from a subtle chilling as opposed to banging it in the deepfreeze for 5 hours.
The Cherryflava Peep Show: Book your ticket now
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After four very successful BRAND HOOLIGANS and SecondBase events this year –
Cherryflava will be finishing off 2009 with the debut of our very own
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