http://bugs.winehq.org/show_bug.cgi?id=30033
--- Comment #13 from robspaulo@freenet.de 2012-06-26 02:23:44 CDT --- Did you try out this way?
wine "setup.exe" "/admin"
Then the OCT (Office Customization Tool in Office 2010) starts and give further advices. Does this work?
More intels are here: http://technet.microsoft.com/en-us/library/cc179097.aspx