The paper explores the way of positioning the first Croatian sparkling wine in the minds of consumers. The main of the research goal was to determine the target market segment and put forward a proposal for the positioning in the minds of target consumers. The need for this research comes from the fact that few people are aware of the existence, origin and characteristics of the first Croatian champagne. In the research primary and secondary data sources were used. Secondary sources were books, articles, web sites and other sources related to the selected topic for the work. Primary data were collected by a structured questionnaire. The research results point to an earlier assumption that the inhabitants of Croatia are not familiar with the product. It was found that the target consumers of the first Croatian sparkling wine are young and middle-aged higher groups who identify with the product authenticity and national origin. Based on the results of the study a proposal for the positioning of the first Croatian sparkling wine in the minds of consumers was presented using the values related to accessibility, authentication and authenticity.