In what amounts to a reverse product placement, a fictional wine depicted in the animated Disney/Pixar movie Ratatouille is scheduled to go on sale at Costco stores in 18 states next week. The chardonnay, 2004 Ratatouille, was produced from grapes from the Chateau de Messey in the Burgundy region of France. Reporting on the deal, Bloomberg News commented, "This licensed bottling ushers in what may be a whole new trend for wine and the movies." The wire service observed that the 2004 movie Sideways is credited with doubling sales of California pinot noir.