The goal of this research is to determine to what extent the Vinistra Association helped creating the image of Istrian wines as quality and natural products, and achieving other objectives regarding regional branding. The focus is on investigating whether the association events, such as the annual fair Vinistra, are useful for regional branding of Istria as a region of indigenous grape varieties, of which the best known are malvazija, teran and muškat momjanski. Also, the goal was to identify which one of these grape varieties is best known, and has most potential in the market. Main content of the research refers to the possibility of branding the region of Istria as indigenous wine varieties on a concrete example of an association and its entire work. The author conducted survey research. The study was conducted on a sample of 100 winemakers exhibitors at this year's festival wines Vinistra held in Poreč from 13th to 15th of May. Research results have confirmed all five hypotheses in the work. The main conclusions of the work are following: the association should review existing targets and set new ones, it is necessary to examine why the variety malvazija is dominant among others and is it, as such, a threat to other varieties. Furthermore, Istria is has not achieved its full potential in the national and international market, but has good possibilities for development in the future with good cooperation of all stakeholders.