Cultural and creative products of winery can play an important role in building wine brands, enhancing wine popularity and promoting economic development in Ningxia. As a characteristic development project of Ningxia regional tourism, winery’s innovative cultural and creative products have not been well developed and utilized. Ningxia winery cultural creative products have huge market potential, but the current cultural and creative products generally have problems such as insufficient humanization, inconsistent brand characteristics, imperfect derivative products, and single sales channels. In order to get out of the current dilemma, wine culture and creative products need to further strengthen the demand survey, with special attention to the organic combination of consumer demand and humanized design: to deeply explore the connotation of the winery and build a regional brand; to focus on the characteristics of the winery and develop IP Products. It is necessary to make full use of the malleable functions of “Internet +” and try to implement customized services.