Paul Giamatti plays Miles a snotty wine guy who hates merlot and thinks its cheap. He prefers Pinot because of the care it takes to make it blah blah. On the wau to dinner Thomas Hayden Church says
Jack: If they want to drink Merlot, we're drinking Merlot.
Miles Raymond: No, if anyone orders Merlot, I'm leaving. I am NOT drinking any f-ing Merlot!
Some story I saw on the news asked people who read the book and saw the movie if they would drink merlot because the main character and seemingly the writer didn't like it. Alot of people replied they had quit drinking it.