2. Recognize the value of sending samples. Samples are your most effective marketing tool. Put a sticker on the bottle back with price, case production and your trade webpage (you do have one, right? Fore more info see #4.). Avoid shipping in extreme weather and refer to #1 -- an individual journalist might want samples automatically upon release, per his set reviewing schedule or not at all; you have to know him to know his preferences.
3. Avoid the no-nos. Sending releases about gold medals. Following up to see if a press release was received. Blasting emails out to a group of media. Attaching preconditions to receiving samples or attending events. Repeated follow ups to see if an email was received.
4. Ensure you have the correct press materials. This is most notably a simple trade page on your website that houses your tech sheets and visual assets – logo, labels, bottle shots, property and people photography. A winery fact sheet addressing the 5 W's (who, what, when where and why) is always welcome. Be sure this fact sheet includes the full names of the owner(s) and winemaker, and that these spokespersons have up to date LinkedIn profiles, which journalists use for biographical information.