In 2004, the California road-trip film turned a generation of moviegoers into wine tourists. Twenty years later, Christopher Waters looks at its long-term impact
“It’s the gift that keeps on giving,” says Frank Ostini, proprietor of The Hitching Post II, the restaurant made famous in Alexander Payne’s 2004 film. Twenty years after the release of the Academy Award-winner , the story of two friends touring Santa Barbara wine country continues to draw attention to the region and one of its staple grapes, pinot noir. “There’s no amount of money, no ad campaign that could have created this kind of publicity,” Ostini says.
Richard Sanford was one of the first to see the vinous potential of Santa Barbara’s windswept hills, which are cooled by fog blowing in almost daily off the Pacific Ocean. He established the 120-acre Sanford & Benedict Vineyard in 1971 and set his sights on producing top quality pinot noir in the region.
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