In this specialist thesis, the impact of promotional strategies in the function of branding for Knebu winery is analyzed. The paper emphasizes the importance of branding and promotional strategies in general, and especially for wineries entering a new market. For the purpose of this paper, the author conducted research in the form of in-depth interviews with employees of various marketing agencies, representatives of selected wineries and a representative for Knebu winery. The problem addressed in the paper is the undefined promotional strategy for Knebu winery. The combination and integration of several promotional strategies gives the best results for brand recognition and a good image. Exploiting the environment and emphasizing the origin of wine has great impact on branding and promotion. By combining quality branding, knowledge of potential consumers and good organization of promotional activities, existing wineries can make the most of their potential and make profit. After conducting the research, processing the results and determining its conclusion, a proposal for a promotional strategy based on the integration of traditional and digital channels of marketing communication was adopted for Knebu winery.