Please take a look at this post from Seth Godin: Small is the New Big. You can read it in less than 5 minutes, but if you truly take it to heart, it can positively affect your business for the next year and beyond.
From where I sit, it's about the advantages that (potentially) accrue to smaller wineries over the five-hundred-thousand-case-a-year giants. Here's the catch:
Small is the new big only when the person running the small thinks big.
Small can be a competitive advantage if you're smart. That's why I'm always a bit surprised at how uniform winery Web sites are in their appearance. I think most of us are suckers for a compelling story, and most sites don't tell one.
Take a look at this site (it's not a winery). Intrigued by what they're selling? I was, even though I'm not in their target market. Can you imagine a winery Web site like this? I can't (and we've surveyed over 2,200 of them). The Web site for Stu Pedasso Cellars is certainly irreverent, but not necessarily compelling. Jake's Fault tries a different, hipper tack, but starts off with one of those damnable age-verification screens (and then fails to deliver on the other side). If you know of a truly compelling winery Web site, please leave a comment. The most compelling stuff I see these days is in winery blogs, which are uniformly from small wineries.
Small is indeed the new Big.
PS - if you like Seth's post, he's got a whole new book of them by the same name.