I bet you didn't think about it (I sure didn't). But almost any big event can be an opportunity to promote your wines in an interesting fashion.
Here's a clever World Cup marketing program that sells web design books, of all things.
If computer geeks can do it, so can your winery. It just takes a little imagination and planning. This sort of thing becomes easier if you have a (rolling) 12-month plan for marketing your wine online, something I highly recommend.
For another interesting take on monthly wine marketing on your winery Web site, take a look at what Swanson Vineyards is doing. Each month they have a specific lifestyle-related promotion, featured on their homepage. Of course, you have to commit to updating your Web site every month, but you should already be doing that.