you can't You can only associate a .exe with an Mac OS X application... as in a normal .app program... not to any command line command you want. Wine doesn't support or make anything on OSX like it does on linux... its command line only. If you want to make a launcher you can double click and run something, look in the Mac FAQ here on Winehq and I wrote up how to make an applescript launcher for things... or you could look into using a Mac-ified way to run Wine like Wineskin, WineBottler, or Crossover.
