Even those village shops who have bothered to buy in fresh bakery bread daily, local products, and the like often have terrible wine selections.
Well I think that there is an alternative, I mean there are wine shops that people actually make special journey's to go to. In other words, if people know the wine selection in a shop is very good, and competitive then they are more likely to bother trying the wines, plus people from other villages may actually come across in search of something for a dinner party or something a little nicer than you find in a supermarket.
Now it can be hard because those in charge of a village shop may well know nothing about wine, but there are two possible routes they can take. The first is to work with a merchant in a local town, they may even allow you to promote the space as being theirs to give it credibility. The other alternative would be to find a high quality agent / distributor who has a range of interesting wines from all the main regions - there are not that many of them, but I can certainly think of enough that would make it easy to place orders.
So please, if you have a village shop, have a go - promote it as a fine wine selection and let me buy something half decent when I'm away from home!