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According to the Washington Wine Commission, the acreage devoted to merlot grapes in the state continues to climb, and although the rate of increase has slowed it does not appear that a "Sideways" effect has deterred the state's winemakers from continuing to produce merlot.
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In 2008 the American Association of Wine Economists published The Sideways Effect: A Test for Changes in the Demand for Merlot and Pinot Noir Wines, establishing with terrifyingly complex equations the "precipitous" increase in pinot noir sales.
This is not to say that the widely reported Sideways effect is not a reality.
The "Sideways Effect" back in 2004 actually engendered a great number of delicious bottles of merlot for sale at bargain prices, to say nothing of a lot of insipid pinot noir, which was planted on inappropriate soils.
The Sideways effect has been much greater in the US than on this side of the Atlantic, however, where California Pinot Noir is little appreciated, especially at £30 or more a bottle.
The improvements result in a less floaty car than ever before, with far more steering feel and none of that walking-sideways effect the old Town Car could create on bumpy roads.
Then he cast a sideways glance at the event organizers.
"To get a sideways pattern in the market has a calming effect," she said.
"Motherfucker!" A sideways lunge.
"A sideways step?
Need a sideways shot?
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Justyna Jupowicz-Kozak
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