Amazon.com to sell wine online in U.S.: vintners

Moreover, wine's appeal to consumers with money to spend also benefits Amazon, Insel said, as wine "enhances their product offering for a very attractive group of consumers."

"The step forward with Amazon being a wine retailer is just more testament to the fact that Americans are really becoming a wine drinking economy," Hall said.

(Additional reporting by Martinne Geller, editing by Richard Chang)