Who Determines The Price of A Bottle of Wine

[texlady]

I live in a dry, dry county in East Texas. There are no package stores within the county borders, grocery stores do not sell beer or wine and in order to have any alcoholic beverage in a restaurant one must buy a "membership" card. The closest package store to me is about 15 miles away just "across the line" in the next county. This store has a selection of wine, mainly domestic, quite a few from the Texas wineries. I don't know if their prices are good or not. They have hardly any competition if that enters into it. Who actually determines the price of a bottle of wine? Is there a "manufacturers suggested retail price" by the winery? Does the distributor push a price limit? Or, does the store price the product at whatever they feel the shopper will pay?