This is an important distinction for winery Web sites, and something you should consider when writing for your site. Search is only part of the battle, and people express themselves differently when searching. Consider "cheap wine." No one really wants to drink it. They're really looking for good wine under $20.
Always remember that visitors to your site come with a goal already in mind, and that the Back key is their response when they don't read or see something which points clearly toward their goal. That's why checking your bounce rate for the pages where people first encounter your site is so important.