Pop culture has power - enough power to affect the wine industry. In 2004, the feature film Sideways came out, and according to Sonoma filmmaker Rudolf N. McClain, merlot sales in the United States dropped. Of those well-studied in wine statistics, McClain is among them, having just completed his first documentary on merlot in 2008. The dramatic effects of Sideways boil down to one pivotal scene, he explained at the Sacramento premiere screening of Merlove Saturday night. It’s the scene where protagonist Miles Raymond, the oenologist in the film, says, “I’m not drinking any f***ing merlot.” That one statement statistically curbed the sales of merlot, and pinot sales went up by 30 perce