Buellton, Calif. ? Frank Ostini can’t seem to keep his cocktail napkins in stock.

The owner of the Hitching Post II restaurant, featured in the Oscar-nominated film “Sideways,” is on pace to blow through a three-year supply of 50,000 in the next few months. Customers, it appears, are plucking napkins as souvenirs.

Since the October premiere of “Sideways,” which features nearly two dozen locales including Ostini’s Western-style restaurant, business has been brisk during what is usually a slow season for Southern California wine country.

Filmed primarily in the bucolic Santa Ynez Valley, 45 minutes north of Santa Barbara and 2 1/2 hours from Los Angeles, the movie about two friends on a wine-fueled odyssey before one gets married has sparked interest in an area normally overshadowed by northern California’s wine country.

The Santa Barbara Conference & Visitors Bureau published 10,000 “Sideways” maps for tourists wanting to retrace the adventures of the movie’s two buddies, Miles and Jack. Within a month of the film’s release the maps were gone and 30,000 more were printed. The map also has been downloaded nearly 5,000 times from the bureau’s Web site since December.

“We couldn’t have imagined it would be this big,” said bureau spokeswoman Shannon Turner Brooks. “We had faith it was going to be well-received, but thought it would be an indie or art-house movie that would have limited coverage.”

Not so — “Sideways” recently won the Golden Globe for best musical or comedy and is nominated for five Oscars, including best picture. Oscar buzz for the film, which has made about $50 million at the box office, prompted Fox Searchlight to release “Sideways” to 1,000 more theaters last month.

Now, some businesses are offering “Sideways”-themed packages.

Chris Burroughs, left, tasting manager at Sanford Winery, selects a bottle of wine for a customer. Since the premiere of the wine-infused and Academy Award-nominated film Sideways, which features nearly two dozen locales including the Sanford Winery, business has been brisk during what is usually a slow season.

Guests at the Wine Valley Inn & Cottages in Solvang, for example, also receive a gift certificate for a meal at a Danish restaurant and a bottle of wine from the Firestone Vineyard, among other items. The restaurant and vineyard are two places Miles and Jack visit.

Bob Gifford, a Chicago resident who visits California on business several times a year, decided after watching “Sideways” to include a first-time stop in wine country in January.

“We saw the movie a month ago and wanted to see what it’s all about,” said Gifford, 57. “The movie definitely enhanced it.”