I've seen this pop up. I'm on the mailing list for some wineries that are tying this to their spring/summer releases (buy your spring or summer release, we'll ship it and hold a virtual tasting 7-10 days after the release closes).

Honestly I would expect this to stick for the wineries. Makes a lot of sense for the wineries with mailing lists where a fair number of their customers might not be making regular visits to the winery but appreciate getting to taste the new releases "with the winemaker"