It probably should be. At least more than it is right now. Here's why (substitute the name of your winery for "You"):
I shamelessly borrowed this graphic from Kathy Sierra's excellent post, Be Provocative. Among her other suggestions:
- Be visual (use photos in your winery blog)
- Change things regularly (that's why winery Web sites needs a home page that gets updated)
A worthwhile read from someone who knows her stuff (I heartily recommend the entire Creating Passionate Users blog).