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This research is based on identifying dynamics and tradition as cultural processes. Wine production in Negotin wine region (Rajac and Rogljevo area), eastern Serbia, is a family activity, but research has revealed some changes in traditional knowledge. We have explored the authenticity of tourism products on offer: whether the winemaking method is traditional, if there are rituals (traditions) regarding grape growing and winemaking as a cultural form, and if so, whether residents present them to tourists, as well as what the external effects related to the changes are. The aim of this research is to establish the reasons for changes in the way wine is produced, in the way of life, and whether tourism is a factor in revitalising traditional winemaking or not. This paper examines the development of changes, and explains how they are affected by the value system of the local community, their knowledge or experiences, what is considered traditional and what modern. Pimnice, folk architecture structures where wine was produced and stored were analysed in relation to their significance both in the past and in the present. We have investigated the response of residents to changes in production, whether there is a will to continue participating in viticulture, and the possibilities of public-private partnership with regard to the increase in wine production and restoration of these unique wine cellars.