The first online tasting, held last week, drew 200 viewers from around the globe. About 10% of them ordered the promoted wines in advance from the company’s web site, according to a company spokesman.
Another interesting experiment using online technology to sell more wine, much like Gary V. deciding to do Wine Library TV. There's nothing preventing a winery from doing something similar except time (always in short supply) and interest. Here's a link to the actual store announcement on their Web site (under "Tastings").
I think the right approach would be to try it out with a small group of your tech-savvy wine club members or regular customers. They would view it as being "on the inside." Based on your results, you could then decide if it's right for you.
(Here's a wacky idea - participate in a Bin End's virtual tasting, and see what you think!)
If you keep doing the same thing, you'll keep getting the same results. This is a good mantra for making wine, but not so much for marketing it.
(Darn! Lenn scooped me on this one.)