Do not think that these stalwarts died due to the wine served by the dealer. In fact their death was due to some reproach from the wine dealer. It seems some hard expression of his had touched them to the quick and thereby caused their death, (i.e. self-annihilation).
Note:Sometimes Allah or the Guide uses a hard measure to reform a seeker.
گفتش آں عاشق بگو کہ آں اصل چیست
گفت اصلش مردنست ونیستیست
تو ہمہ کردی نمردی زنده‌ ای
ہیں بمیر ار یار جان ‌بازنده‌ ای۔
(Roomi)
The lover requested please tell me what is the origin of Iove?’ The Beloved replied “It is the death and non-existence. You have done all else but not died yet. You are still alive. You must die if you want to live with your Beloved.

Notty wine but by vintner's accusing finger they died,
Saqi's words did pierce their hearts,
Drunkards died of that smart.

It was not wine that killed them,
But scolding of Mokhi touched their hearts,
Thereafter the Mataaras died.