Wine production is a technologically challenging and demanding process that begins with harvesting and then processing grapes. In addition to the necessary knowledge of viticulture, most winemakers will agree that the production of quality wine requires skill and experience based on a long-standing winemaking tradition. Although wine is undoubtedly a product of technique based on knowledge of sciences such as chemistry and microbiology, it is also an expression of the winemakers' talent to produce something special that will make their winery stand out from the crowd. This thesis will deal with the creation of a marketing plan that will improve the existing image of the Gerštmajer winery, which has a tradition as long as 120 years. The intention of the marketing plan is to carry out useful activities that will increase the interest of existing customers, but also attract the interest of new customers to the products offered by the Gerštmajer winery. In today's time when marketing is progressing significantly and competition is growing day by day, it is important to enable the product to be found at the right time in the right place, while meeting the requirements of the environment. The Gerštmajer winery stands out among many others with its long family tradition, which is passed down from generation to generation from father to son, producing wine exclusively from late grape harvests. In order to increase the recognition of its wines, whose annual production is 30,000 to 40,000 liters, as well as additional tourist content, it is necessary to develop a highquality marketing plan, which was done in this paper. The research results showed that insufficient activity on social networks was highlighted as a weakness, and wine quality as the greatest strength.