Don't use on camera flash
Yeah, don't use on camera flash if you are going to get close ups of bottles. They will look really harsh and flat two dimensional.
Run out and buy a wine magazine and study their photos. If you don't have alot of studio lights shoot the bottles near a window with some fill on the opposite side. This will give a nice soft even lighting but still keep the three dimensional quality.
When shooting the store use the existing light, again if you don't have enough studio equipment. Also, check the lights in the store to see what kind they have. If they are using tungsten lights and you are shooting film, you will need tungsten balanced film or everything will come out orange.
You may also want to post this in studio and lighting. Steve and Loren are both very capable lighting guys and I'm sure can give you more info.
Dennis