In Photoshop, there are different types of layers. The basic example is an image but another is an adjustment layer. This works much like a normal layer except that it applies an effect to all the layers below such as Levels and Hue/Saturation. Masks can then be used with these layers to highlight certain areas to apply the effect.
Firstly, we created a new adjustment layer for the levels of the image so that the text on the bottle was easier to read. Then we used a layer mask so that only the wine bottle was affected. Next, we created a Hue/Saturation layer to over-saturate the image. Finally, we created another Hue/Saturation layer with a mask so that everything but the bottle was almost completely desaturated.