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Pinot Noir has seen a marked increase in popularity in the last fifteen years, which at least in part can be attributed to the ?Sideways phenomenon.? The 2004 film, shot in and around the vineyards of California?s Santa Barbara County sparked great consumer interest in Pinot Noir, as the protagonist of the film often spoke of how much he liked the grape. As a result of the demand for Pinot Noir, many winemakers began producing the wine and its popularity continues to be ascendant.