If you Google the phrase pinot noir, you'll find there are over 8 million results (see image below). That makes it hard for an individual winery that makes Pinot Noir to stand out simply on the basis of "organic search placement" (i.e. the ranking of a page based on Google's opinion of the relevance of that page's content to someone searching for "pinot noir").
Google has an answer for businesses who want to place their products and services in front of people making specific searches. It's called AdWords. When someone searches for "pinot noir", your ad may be displayed alongside the "organic" search results. If someone clicks on the ad, you pay Google for the click-through. Whether your ad is actually displayed or not depends on (a) how much you are willing to pay for a click, relative to other businesses bidding on the same words, and (b) whether people actually click through on your ad.
If you did the search for pinot noir on Google, you should see an ad something like this one:
If you click through, you are taken to this page: Arista Winery | Sonoma County, California (the Arista Winery home page). Pardon my saying so, but Arista just wasted the dollar or so that they will pay for that click.
Why? Because the "landing page" (where you end up when you click on the ad) doesn't specifically address the fact that the searcher/visitor was (a) searching for "pinot noir", and (b) responded to an ad which talks specifically about "hand-crafted Pinot". In fact, if you look at this page, the only mention of "Pinot Noir" is on the (very nice) picture of the bottle.
It gets worse. If you click on "Wine Portfolio" (a fancy way of saying "Our Wines," which is clearer), there is *still* no mention of Pinot Noir (only three white wines from the 2004 vintage, two of which are sold out).
If you are going to spend money on Google AdWords, you need to preserve the "scent" of what your visitor is searching for. The page they land on needs to preserve continuity and minimize distraction. This is exactly what you would do in a face-to-face situation with a customer.
When Google sends you the click-through, you can see exactly what the searcher was looking for. Your site should use that information to either (a) generate a landing page specific to their search, or (b) take the user directly to the most-relevant page on your site. For Arista, that's probably this page: http://www.aristawinery.com/2003-portfolio.html, since it contains the most recent Pinot vintage still available for purchase. Of course, if they're advertising "hand-crafted Pinot", a page describing their Pinot program might be even better.
Yes, it takes a little extra work to create an offer-specific landing page, but if you want Google AdWords to do a good job for your winery (as opposed to just making money for Google when visitors click through on your ad and then hit the Back button), you need to be willing to make that effort.
(By the way, if you're using Google AdWords, and the person taking care of your Web site doesn't know how to set up a search-specific landing page, you need to find someone who does.)