As the actual MIDI CC data (like CC 1, modwheel) isn't parameter automation, and instead "just" MIDI data, Live currently places it sctrictly inside the actual MIDI item.
However, you can use something that gives you a
parameter automatable dial/control and outputs MIDI CC data upstream, to the instrument plugin.
Like this, for example:
http://maxforlive.com/library/device/2560/cc-map8
Select CC1 for the first dial (no need to do anything else on that GUI), and after that, you can draw the "Dial 1" movements on the Live timeline as parameter automation, effectively outputting CC1 to the instrument you place after that mapper device. Note that you can't have CC1 in the MIDI item at the same time, otherwise the MIDI data in the clip will override the movements of the dial in this case. (This also means, if you want to record the dial movements in realtime, you will want to hook the appropriate MIDI control to that dial via Live's MIDI mapping facility, in turn, for the time of recording, instead of recording it in such a manner that the MIDI data ends up also inside the actual MIDI item on the track.)
In most cases, if you wish to have an instrument specific Kontakt parameter that normally responds to the modwheel, on an automation lane in Live, though, you can skip this ^ stuff and simply configure the parameter directly as an automatable parameter (using the plugin parameter configuration feature in the Live device view) instead of this CC1/modwheel hack.
Thank you! 
