The purpose of this study is to discuss the findings of our research on Hungarian family wineries’ economic and non-economic goals in the context of innovation and tradition. The coexistence of the seemingly contradictory principles of tradition and innovation can have a variety of effects on innovation strategies. The loyalty to tradition and the pursuit of innovation can help companies to develop successful products or services but can also hinder the development of an organisation. Our research reveals new findings concerning Hungarian family wineries: innovation, development, and improvement challenges are nearly entirely focused on products, technological processes, and wineries are more aware of environmental stewardship. From an organisational and management point of view, no development or improvement objectives have been identified in the case of the enterprises examined.