Until a few decades ago, the market of Vojvodina as a segment of the Serbian market played a crucial role in wine production. Wine consumption in the 1970s amounted to thirty litres per capita, whereas forty years later, it has been reduced to about three litres. The development of technology in the modernday conditions tends to make a positive impact on daily life, which, however, is not the case with viticulture, wine production and consumption - a sphere where development trends have had the opposite direction. Consequently, the centuries-old tradition of viticulture is almost extinct, substituted by other drinks and cultures. The economic and cultural development and wine production have been, so to say, neglected. In the meantime, producers of beer and soft drinks took over the domination, and these intensely promoted beverages have been widely adopted by the consumers of younger generations. Wine, as 'the divine drink, is the symbol of happiness, wisdom, health and life', is well known in most cultures, which should enable the return of the old glory. The potentials of wine are yet to be researched so that wine production can reach, or even exceed its earlier place in society. The aim of this article is to research the geographic, demographic, economic, sociological and psychological determinants predominantly shaping the behaviour of wine consumers and traditional producers in Vojvodina.