When Sideways made wine look fun, you could almost hear vintners squeal with girlish excitement. Last year's news that red wine is healthy was like an extravagant present on Christmas morn. But a whole movie? Santa Claus must love winemakers extra, extra hard. And well he does: wine sales are climbing at all price points but especially for wines around $11 or more.
Even champagne consumption is up. Same goes for cognac. But these grape growers have a very different group to thank: rappers.
This is all kinda amazing. We've been persuaded to cast aside something as familiar and available as beer for something more expensive and less widely advertised. And maybe that's part of the attraction. Maybe we've all grown tired of how sophmoric beer ad imagery has become.
Or is that just me?