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

Published online by Cambridge University Press:  08 June 2012

Steven S. Cuellar ,
Dan Karnowsky  and
Frederick Acosta
Steven S. Cuellar
Affiliation:
Department of Economics, Sonoma State University, 1801 East Cotati Avenue, Rohnert Park, CA 94928, tel. (707) 664–2305, email: [email protected] (corresponding author)
Dan Karnowsky
Affiliation:
President, Sonoma Research Associates, Glen Ellen, CA. 95442, tel. (707) 935–1210, email: [email protected]
Frederick Acosta
Affiliation:
Sonoma Research Associates, Glen Ellen, CA 95442, tel. (707) 935–1210, email: [email protected]
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Abstract

This paper examines the effect of the movie Sideways 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)

Type
Articles
Information
Journal of Wine Economics , Volume 4 , Issue 2 , Winter 2009 , pp. 219 - 232
Copyright
Copyright © American Association of Wine Economists 2009

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