Online marketing isn't difficult, but you have to think about it. Congrats to Three Rivers Winery for demonstrating a small but important way of going about engaging people in their wine using their winery blog.
If you have a winery Web site (What am I saying? Of course you do.), club selections for the current year belong on your site (with links to the product pages for those who want to order a particular wine, but aren't club members).
Baby steps, folks. Don't redesign your web site every 3 years; pay a little attention to it every week. This is the Toyota method of "continuous improvement." And yes, I appreciate it's hard to do in the midst of everything else. But if you're wondering why those direct sales from your Web site aren't happening, this is probably why.
(PS - Three Rivers: you need a link from your blog to your Web site. Thanks!)