You sell wine, but what does the buyer buy?
Seldom, if ever, the winery people will try to see the world through the eye of the wine buyer.
The actual merchandise the buyer pays for IS wine, and although she will refer to it as wine, she is actually buying a risk. She is paying money to have something that she does not have the certainty she will be able to turn back into money and have some profits. It is a risk.
Risk is not the only issue that concerns the buyer, but did you ever thought about the risk your wine represents? and is there a way that you deal with it?