In the example, the contest winner got a new Nintendo video game console. The blogger who referred them got an iPod shuffle, and the blogger generating the most newsletter signups got an iPod Nano.
The example above has absolutely nothing to do with selling wine, butthe techniques used could work very well for a winery trying to build their mailing list. There are lots of blogs which probably target your demographic (other than wine blogs, which might see it as a conflict of interest). You might have to do a little legwork, though -- just like the folks in the example had to research "mommy bloggers" whose audience (moms) was the target demographic.
If the prize you're offering has a wine-related aspect (a fancy cork puller, a set of interesting wine books, ...), the likelihood that people entering the contest are potential customers goes way up. And your first newsletter to them should offer a deal to help encourage that potential.
(I'd recommend offering wine as a prize, but I'm sure there are 17 legal reasons why you can't...)
Do you have any list building tricks to share? Leave a comment!
PS - The article above is only free until April 1st, so print a copy of it if you find it worthwhile.
PPS - I recommend MarketingSherpa's free e-mail newsletters with case studies like the one above (subscribe here).