The main objective of this paper is to examine the usability of enological fairs as a means element of sales promotion by Croatian wine producers. The task is to analyse the potential of this sales promotion mechanism and its impact on increasing the wine producer competitiveness. By using secondary data generated by surveying by expert institutions and consultants that monitor industrial trends in the world, insight into the current market situation will be gained. Relevant literature is consulted for the needs of the paper. This is primarily related to relevant articles on the wine market and wine sales , trends in the world and opportunities for growth through promotional activity. Special emphasis will be placed on the situation of the organization of wine trade fairs. Guided by the financial indicators, typical tools for industry evaluation in terms of its competitiveness and market evaluation for manufacturers and distributors, a conclusion was made on the importance of enological trade fairs and their impact on sales. The conclusion is based on the secondary data deriving from the professional literature and from the research of enological fairs, highlighting the final definitions and the activities that need to be undertaken in order to achieve the full exploitation of the potential of the trade activity as an element one of the wine producer’s activity.