This paper examines strategies for enhancing performance in wine marketing, with a particular focus on various aspects of the wine industry. It begins with an overview of wine as a product, including the processes of vilification and the significance of origin and geographical indications, which play a crucial role in defining wine quality and authenticity. The economic characteristics of wine are analyzed, both as a commodity and in the context of the global market and wine industry. The paper specifically highlights brand building and the impact of the country of origin on market performance. It provides a detailed analysis of the Croatian wine industry and the challenges in marketing wine both domestically and internationally, with a focus on distribution channels and marketing strategies for small and medium-sized enterprises. By examining contemporary trends in wine production and marketing, the paper underscores innovative approaches to marketing and distribution, including digital technologies, e-commerce, and strategies for capturing global markets. It also explores the role of human resources and technological innovations in optimizing performance in the wine industry and how their synergy can enhance success in wine marketing. In conclusion, the paper offers insights into specific forms of innovation in wine marketing, demonstrating how modern marketing and distribution strategies can significantly improve wine competitiveness in the market. The aim is to provide recommendations for producers and distributors to optimize their approaches and achieve better results in the dynamic environment of the global wine industry.