This Dove "piece" (it's not really an ad, per se) is a great example of the power of video (here's some excellent commentary and analysis of it). Unfortunately, it's not from the wine biz, but on the other hand, it means that the first winery to do something equally compelling will get a great boost in awareness.
Check out this viral video from The Campaign for Real Beauty:
A "time lapse" effect is a great hook, and the "shocker" of the piece is the final PhotoShopping that takes place. I can imagine someone like Don Sebastiani & Sons (who are already doing high-production-value wine video) doing something like this. Of course, it might be someone equally whimsical like Twisted Oak or Bonny Doon.
Looking back on wine "memes" in the general population, I can only think of two off the top of my head: "We will sell no wine before its time" (Orson Wells for Paul Masson - ack!) and "Thank you for your support" (Bartles & James wine coolers - ack!). Feel free to add yours in the comments.
The key, as always, is to tell a great story, and show people something they wouldn't otherwise see. It's much more about being interesting than high production values, IMHO. Note the quality difference between the YouTube posting and the original on the Campaign for Real Beauty site.
Who will create the first great viral winery video?