No it's not, because it's the scenario you are putting forward here. You're just dressing it up differently.That is a bit ridiculous and not what I've said at all. If you had read my post you would see that is not what I asked. You may not see why this would happen but I have actually purchased wine from a winery in NZ this way. The only reason I can see why a retailer would be interested in this type of thing is some sort of advertising for them, giving them the chance to increase their customer base with the risk of that customer buying from them again or not.
Something Shon (as an ex retailer) hasn't said is that why would a producer compromise his/her relationship with the retailer by putting forward such a scheme?