This chapter aims at discussing the role of wine festivals in Swedish wine tourism marketing. Sweden is a new wine-producing country, starting in 1999 with an EU production quota of 250,000 liters per annum. The conceptual framework is based on the Tourism Destination Life Cycle and Experience Economy model. Contrary to most other studies on wine festivals, this chapter focuses not on the consumer experience and event satisfaction, but on the wineries’ perspective on how to market their wines. The findings suggest that wine festivals in the established wine countries mostly target international wine tourists, while the regional Swedish wine festivals focus primarily on the locals and domestic wine tourists. This is in line with the theoretical framework.