The subject of the research is internal marketing in a selected company. A modern, highly competitive environment requires a holistic approach to the development of a company's marketing orientation. This means that it is not necessary to develop only the external marketing orientation, but also to apply marketing postulates to the internal environment of the company with emphasis on employees to ensure a high level of product and service. The concept of marketing orientation of the company towards employees is called internal marketing. Structured interview and focus groups have been used as research instruments in order to analyze current state and suggests proposals for further development of internal marketing in the “Matuško” winery. The research results show that internal marketing activities in the selected company have developed as a result of intuitive leadership through the inspiration, charisma and passion of entrepreneur-founder of the company. The leadership style has strongly influenced employee participation, the development of collaborative organizational culture, integral internal communication, promotion and job satisfaction as a product of organization. The recommendations for further development emphasize the role of formalizing internal marketing activities in line with the expansion trend, the introduction of professional management and the development of a more complex organizational and communication network in the winery.