Next time your favorite leading man pours a pinot or syrah, take note. You may be looking at a product placement.

Whether it's as a background set decoration or a starring role in a white tablecloth dinner, winemakers are increasingly finding ways to send viewers an advertising message on a bottle, says the Louisville Courier-Journal.

"Product placement is here, and it is here to stay," says Jenny Turnbull, a Los Angeles agent who has made getting screen time for California wines a key part of her business.

Wine has paired with movies for decades - James Bond baffled a villain or two with his vintage know-how. But the connection between Hollywood and wine has picked up in recent years as more vintners seek to get their brands in the picture.

Unlike some industries, wineries don't generally pay for product placement. Instead, they try to get attention by donating cases of wine to show-biz events and celebrity parties and hiring agents like Turnbull who look for opportunities by reading scripts and keeping in touch with studios.

For the complete story, go to http://www.courier-journal.com3