LandsEnd.com is among the world's largest (and best) e-commerce sites. They have teams of people and plenty of time and money to spend on making the conversion rate for their product pages as high as possible. Nevertheless, this GrokDot.com product page makeover shows that there is always room for improvement.
Take a moment to read the makeover article. There are some simple and obvious lessons which you can apply to the product pages for your wines (like placing the "Add to Cart" button above the fold). As is often the case, you really need to be able to see and think like a visitor.
There's a second part to the makeover, if you're interested, but IMHO, the real meat is in part one.
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