The wine industry is growing year by year worldwide. New producers and new consumer groups are emerging, and the globalization of the industry, production surpluses and increasing competitiveness are rapidly changing the wine market which is becoming more dynamic. A differentiation in consumption requires different marketing strategies. In my research I focused on the marketing of luxury wine from small Slovenian wineries. I researched reports on the Slovenian wine market and the theory of marketing mix for wine, as well as theoretical approaches to luxury and luxury consumption. By reviewing the theories and conducting eight in-depth interviews with smaller Slovenian winemakers, I identified the key elements of the luxury wine marketing mix: exceptional quality, exclusivity and rarity, high price, limited distribution and promotional activities, especially fairs, festivals and other events. Communication is focused on the winemaker, the characteristics of the wine and the received wine awards. I have identified the country or region of origin as the fifth element of the wine marketing mix.