For your consideration, a nice post from Ben Chinn at Inertia Beverages, Building a Better Virtual Tasting Room, including a link to a great interview with some experts on maximizing tasting room effectiveness.
Next time you're thinking about the content of your web site, or if you're building a new one, a lot of what you already know about your tasting room will help you with your online presence.
Ben's point is that your Web site is your virtual tasting room.
His post echoes my recent statement that visiting your winery's Web site should feel like visiting your winery. But, please, don't take that too literally. What I mean is that, in both cases, a visitor should feel like they got what they came for (and then some).