The authors tackle a problem of the experience marketing applied in wine business models successfully. From the theoretical point of view, it has been used the meaning field concepted as the original authors’ view toward satisfactory experience at a winery. Because due to the experience marketing we should consider a wine business model as organizational capability ready to resolve emerging customer related issues in a friendly, creative and humanistic way. The shadow customer perspective was applied as a leading method of detection of tangible (infrastructure) and intangible (relationship and atmosphere) elements of wine tourism service experienced in three analyzed wineries from the Slovakian Tokaj region. Particular attention was put upon: professional and friendly wine visits, wine tours, wine tasting; qualified wine education and conversations; family-style and boutique hospitality, service flexibility in resolving emerging customer related issues.