Seth Godin likes to talk about purple cows (things which are remarkable because they are so different from the status quo). He also refers to this as "going to the edge." Here's an edge case for you to consider:
What if your winery only sold its wines online?
Goofy, but it raises some interesting questions if you're willing to take it seriously enough to play with the idea. How would people taste it? What about restaurants and retailers? What about states that don't allow direct shipping? How could you use this "quirk" to really distinguish your wine? How good would your wine have to be? What about shipping costs? Does this only work for wineries of a certain size? And so on...
Extra credit: What if your (established) winery suddenly decided to sell exclusively online? That would certainly get noticed. Under what circumstances could you imagine doing that? What might be the effect?
Here endeth the provocative Monday morning questions. You may resume drinking your coffee. Happy May Day!