Hugh McLeod's approach to marketing is part of the reason that Stormhoek wine has become a minor sensation. In this post, he says:
A lot of winemakers don't want a conversation with you, they just want to tell everybody how great they are.
He goes on to talk about engaging your customers by thinking of your wine as a social object, i.e. something that brings people together and allows them to interact.
If you like to think about wine marketing, you should definitely subscribe to Hugh's blog (and probably the Stormhoek blog as well). It's not always about wine, but it's probably a different point of view than you get from your marketing department.