Update 2011-08-25: Lenn Thompson weighs in with a different take on the subject.
I appreciate the nod to charity, but this 9/11 Memorial Wine from Lieb Family Cellars just seems in poor taste.
I expect the reaction might have been more positive if they had donated all the money to charity (not just "making a donation from sales of this wine").
How does this pertain to winery websites? While there's a tiny announcement on the Lieb Family Cellars home page, it isn't linked to the page about the wines (or on the "Media Room" page, the other place you would expect to find it). Nope, it's buried two levels down under our wines and then Great Wines for Good Causes (and why is the wine "Great," but the cause only "Good?" Just sayin').
If you know (or hope) that a story (good or bad) about your wine is breaking, make the information you want people to see OBVIOUS.