A good content marketer knows how to create content that serves more than one purpose.
-A blog post you post to your website and share with your email list can be both informative/interesting as well as also serving to bring a large # of your subscribers/customers to your website (and to enhance your website from an SEO perspective).
Once those customers are on your website, some of them end up purchasing wines that you linked to in the blog post, and then going on to continue shopping for other wines.
So, this ‘non promotional’ piece of content that you created for the purpose of entertaining/educating your customers, actually ends up serving as both a communications/engagement tool as well as a sales tool.
Not to mention the SEO benefits of adding new content regularly to your website (particularly, if optimized for Google).