Croatian winemaking and viticulture has a long and rich tradition, and is very important for the Croatian economy. The winemaking sector lacks the implementation of a concrete strategy for success on the market, which entails looking at market requirements, monitoring the competition and a greater focus on marketing activities . The most significant factor that has put Croatian wines in an awkward market position in the world order is the lack of marketing. The paper will talk about the winery which operates in Pelješac and strives to maintain the tradition in wine production. The winery operates with many retail chains throughout the country and produces approx. 50 tons of wine per year. This year, the owners of the winery completed the renovation of the entire building, expanded part of the capacity for grape processing, expanded the wine storage, introduced new technology and equipped themselves to provide tourist services, thus selling wine in person and creating the brand of the winery itself. What the winery lacks is marketing knowledge and implementation of marketing activities. In its business, it is oriented mainly on sales, therefore, the improvement of business will be based on the improvement of sales by conducting marketing activities.