Director Alexander Payne's Oscar nominated film "Sideways", a romantic exploration of California's vineyards, has prompted thousands of fans to buy the wines featured in the movie.

Sales of pinot noir have seen the most dramatic rise after Paul Giamatti's character, Miles, eulogises its subtle qualities in an attempt to seduce the character played by Virginia Madsen.

Wine connoisseurs bought 22 percent more pinot noir after the film's release.

A spokesperson for wine producer Brown-Forman was quoted as saying: "People have really latched onto the romance of the scene, which made pinot the star, no doubt about it."

"Sideways" won the Golden Globe award for best comedy, with Paul Giamatti losing the award for best actor in a comedy or musical to "Ray" actor Jamie Foxx.