Port wine is largely misunderstood among American consumers. As evident from early findings from Starboard’s inaugural survey, Port wine conjures up images of old world nostalgia and celebrations of family heritage. For some, it feels dated and irrelevant.

In a recent VinePair article, “Can Vermouth, Sherry, and Port Excite the Next Generation of Wine Drinkers?” Port wine faces a myriad of challenges as it relates to capturing the attention of today’s younger drinkers. Millennials aren’t drinking as much wine as older generations and they’re partial to low- and no-alc beverages — a hurdle for Port wine at 20 percent ABV.

In my ambitious quest to encourage more Americans to appreciate and drink Port wine (and to help answer a survey respondent’s question about Port’s popularity in the U.S.), I decided to look back through the archives of Port wine in American pop culture to see how it’s portrayed on the big screen.

From historical dramas to spy films, there are very few appearances of Port wine in the movies or on TV shows. It certainly doesn’t play a leading part nor a supporting role. Still, it has its moments.

Let’s look for a moment at a few glimpses of Port wine in pop culture, as seen on TV and in the movies.

1964: “Goldfinger”

In the third installment of the “James Bond” series, Sean Connery stars as the fictional MI6 agent James Bond. Port wine feels at home in this movie, leaning into the image of luxe, cool, and stylish.

2002: “Bad Company”

When CIA agent Chris Rock must pass himself off as an art dealer in Bad Company (2002), he’s taught how to appreciate Bordeaux and Port wine.

2010-2015: “Downton Abbey”

Dubbed ‘pudding wine,’ there was no shortage of Port wine served at dinner parties at Downton. In one scene, head butler Mr. Carson is seen using a candle to help filter a bottle of what is presumed to be Port as Port wines have more sediment than most.

2021: “And Just Like That…”

I had to hit pause and then rewind on the TV remote when Port wine was mentioned not once but twice in an episode of the “Sex and the City” reboot series “And Just Like That…” Toward the end of the dinner party, the host opts to serve his favorite vintage Port.

So, the question remains: Can Port wine steal the show? If you ask me, it already has.

Have a favorite movie or TV scene that features Port wine? Share it in the comments section below.

Cheers,
Rebecca

p.s. Don’t forget to complete the inaugural Starboard survey… it’s anonymous, takes less than four minutes, and you can enter to win a prize.