Don Sebastiani & Sons has upped the technological ante by releasing a video Podcast.

The Californian winery said yesterday (2 August) that it had followed its audio Podcasts from earlier this year with a series of films available through the iTunes Music Store. The company boasts that it is the first US winery to employ the use of mobile video technology in wine marketing.

"We're excited to explore this new avenue of communicating with our customers," explained Donny Sebastiani, the company's marketing director. "Podcasts give us the ability to closely connect with the consumer, and to speak in a concise, matter-of-fact manner."

The initial three-minute Podcast finds three members of the Sebastiani family - including founder Don - discussing alternative closures, their brands, and thoughts on marketing. Future films will look inside the company's Napa winery with winemaker Richard Bruno to talk about Old and New World winemaking techniques, as well as into the appellations and vineyards that supply the winery's fruit.

"It's entertainment, but it's also sharing our message with our customers," Sebastiani continued. "That's a dichotomy more and more consumers seem to be embracing."

The films will also be available on the Sebastiani website, www.donandsons.com/films.