Otherwise, how are they going to help someone who needs help with the website?
For example, today I called a business because the event schedule on their website was out of date. When I mentioned that fact to them, they said "Gosh, it is? I'll let someone know." I'm not real confident of a fix, because the person I mentioned it to on the phone clearly has no way to see if the problem gets fixed (assuming that they are interested in such things to begin with).
I don't expect anyone in a small winery to be sitting at a desk waiting for the phone to ring, but when it does, they should have a computer with access to the Web sitting in front of them.
As a manager or owner, you should be visiting your Web site on a weekly or monthly basis, at the very least, to make sure you're happy with what your visitors are experiencing. It's easy -- just add a repeating event to your calendar.