Here's an example of a new kind of documentary distribution - on the web. Now this isn't a new idea, but it's nice to see it actually work. This wine documentary - 26 min. long - fights back against the mainstream wine media - Wine Spectator and Wine Enthusiast.
Many powerful folks from Napa are featured speaking out against the domination by wine's royal class of critics and the points rating system. Included are Robert Dunn of the famous Dunn Vineyards and Karen MacNeil of the Culinary Institute of America.
I would say also that the wine industry has been one of the early adopters of using video to market their products. We'll take a deeper look at this in my upcoming class at U. C. Berkeley.