If you look at most winery e-commerce pages, particularly if they are part of an off-the-shelf offering (e.g. Nexternal), the buttons which place a bottle or case of wine in the visitor's shopping cart all seem the same:
In contrast, take a look at the way wine.woot sells its wine offerings. This button is certainly more compelling:
Nick Usborne offers several more good reasons why you might want to reconsider an "Add to Cart" button. Usborne's point is that online retailers carefully craft their headlines and copy, then blow it with a lackadaisical "Add to Cart."
He does allow that
It can make sense to say something generic, like "Add to Basket", or "Add to Cart" when you have a large online store and are trying to get your visitors to buy more than one item at a time. People are very familiar with the process.
but really, you're not Amazon-dot-freaking-com. Unless you're a top-30 winery, you're essentially selling hand-crafted products, each of which deserves a hand-crafted story.
My point is that wineries need to devote the energy you find at wine.woot to create a one-of-a-kind copywriting treatment for each of its current wines. Something that says "Here's a story that will engage you while it convinces you to buy this wine."
True, writing that story is nowhere as easy as slapping up some tasting notes and other information in a standard (boring) way, but I bet it sells more wine. Note that wine.woot does provide the standard stuff as well, but not without leading with great copy written specifically for a particular item.
Does the wine.woot copy technique only work for inexpensive wines? Twisted Oak does a woot-like treatment for its most expensive wine -- The Spaniard (at $49 a bottle) -- along with its 16 other wines (priced from $16). Note also that the copy for the 2007 vintage of The Spaniard tells a whole different story than the page for the 2006.
Each of your wines is different - why do your product pages all sound the same?