It's virtually impossible to make your winery Web site the number one result when someone searches for wine, or red wine, or even pinot noir. You may use Google AdWords to place your advertisement on the first page of results for these terms, but you'll pay dearly for the privilege, and may not see much in the way of results.
Allow me to suggest an alternate way of thinking, by way of this image:
Optimizing for search terms which indicate a person is ready to buy wine right now is probably a more effective approach (and cheaper, too). To quote the Wall St. Journal:
Sprint is buying the top ads tied to phrases consumers tend to search for when they are close to making a purchase, such as "cellphone rate plans" and specific products like "Samsung Reclaim," rather than more generic phrases they search for at the beginning of the shopping process, like "Sprint," "AT&T" and "cellphone."
Of course, it gets back to the fact that you need to be able to update your site easily. Otherwise, you won't be able to create pages which are targeted to particular types of searches.
And yes, it takes time, always in short supply at a small winery. Which is why a winery blog can be a great tool for this sort of thing. Which of your wines goes well with pizza?