From Luxury Wine Market Reels from Downturn in the Wall Street Journal:
Some of the newer operations are using new marketing techniques to cope. Alpha Omega, a boutique winery in Rutherford, Calif., has begun using online services Facebook and Twitter to reach out to its customers. The winery three years ago began targeting consumers directly, and the strategy is now paying off; revenue is up 40% so far this year, compared with a year ago, in part because it doesn't have to share many revenues with a distributor, says co-owner Robin Baggett.
For small wineries (where margin is critical), direct sales are enhanced by social media interaction (blogs, Twitter, Facebook. For large wineries (where you don't have much direct interaction with customers), social media is a way to keep tabs on what people actually think of your product.