Consider for a moment that there are over 10,000 wines released every year.
Then go read this post on ShuffleWorld (go on - it won't hurt a bit).
Then consider this quote (from the post):
The only win I see in the long run is for the winner of today's attention lottery to earn a subscription (an RSS feed or an email sign up or a podcast subscription) that gives them a chance to be noticed tomorrow as well.
Ladies and gentlemen, this is direct marketing of wine in a nutshell. It's the reason we talk about visitor effectiveness for winery Web sites. And it's something you *must* be thinking about. How do you earn people's ongoing attention in a world overflowing with new vintages from new places?
You've got to be noticed (a visit to your Web site, a bottle from a friend, a great glass at a restaurant, a day on woot! or RadCru, a postcard mailing, ...) and it must be sufficiently remarkable that people will subscribe to it in some fashion (sign up for your e-mail, subscribe to your blog, join your wine club, etc.).
You may only get one opportunity to gain their attention. Attention lottery, indeed.