The memory of some bottles can stay with your for life. While the wine doesn't have to be old and rare, a great old bottle can be like a time capsule, capturing in its flavors and aromas the time and place of its creation.
You have to be willing to put everything you've got towards the project. That to me is very important. And it may not be part of the fad, being the clichéd kind of film that's going to be successful.