The subject of this paper is “Distribution and promotion of Milk”. At the very beginning, the paper briefly touches on the agricultural food production, production and consumption of milk, and labeling indigenous agricultural and food products in the European Union. Within the scope of the paper is definition of milk and dairy products, which are analyzed at the beginning through the characteristics, types and quality of the milk, as well as the products produced by processing milk as a base product. Then the paper provides theoretical marketing mix where we look at each element, describe it and break it down to the elements, and for a more detailed definition, the paper also touches on the contemporary marketing mix. Afterwards, the elements of distribution and promotion of marketing mix are analyzed for milk and dairy products as well as for their underlying elements such as location, stock, transportation, channels, etc. in connection to distribution, as well as sales promotion, personal sales advertising in connection to promotion. The survey of consumers' preferences when purchasing mil was also conducted. It contains eight different questions and answers which are presented trough the graph, after which a comment on the results was given. In conclusion, the author of the paper gave his opinion on the discussed subject and provided the possibilities for improving the business of milk producers in the Republic of Croatia.