Everyone who has a Web site (winery or not) want to be at the top of Google's search results for a search that people actually make (like pinot noir). And I'm here to tell you, I've found the the secret (actually, I found Tom Warfield's post on the secret to search engine success):
It's quite simple. To be ranked first for "four dimensional widgets", create the most comprehensive and informative site in the world about four dimensional widgets. It works every time.
Like most secrets, it's fairly obvious, and requires a lot of work. Don't forget to substitute "pinot noir" for "four dimensional widgets".
I don't mean to tease or aggravate you with this post - the truth is that ranking on top of search results for a well-established general phrase like pinot noir is hard. The only way to get there (for free, anyway) is to commit to creating a top 10 site, and work at it a little every day. You can also be at the top of the heap for pinot noir by using Google AdWords, but it will cost you about $1.00 every time a person clicks on your AdWord (which could run you $65 a day).
And it may not be worth the cost unless your site is also aimed at "visitor effectiveness", i.e. making it easy for visitors who follow a search result to your site to accomplish what they came to do. It would be unfortunate to spend a lot of time (or money) getting to the top of search results because of your comprehensive and informative content (or enticing AdWord), and then have visitors click the Back button as soon as they arrive.