This post by Seth Godin (one of my marketing heroes) asks "Do you judge a book by its cover?" He confesses that he does (because there are so many books, it's one way to narrow the selection), and adds:
Of course, it's not just books. We judge magazines, restaurants, even people by their covers. (and especially web sites!) And as a result, we end up skipping great meals, not getting to know terrific people and missing all sorts of terrific opportunities as a result.
"Especially Web sites!" Your Web site can help you sell more wine, if it meets the needs of its visitors effectively (which builds trust and relationship). That's the whole point of The Winery Web Site Report.
In a world filled with wines to choose from, your Web site should help visitors choose your wines.