In rural areas, increased competition and the dispute for new markets have demanded certain behavioral characteristics among producers, such as innovating, taking calculated risks and making decisions in the face of uncertainty, i.e., entrepreneurial behavior. This study analyzes the relationship between entrepreneurial characteristics and performance of grape growers in the Campanha Gaúcha region of Brazil. It uses a quantitative approach, with the application of questionnaires to 57 grape growers in the region of Campanha Gaúcha. The resulting data were then analyzed by descriptive statistics, hypothesis testing and multiple linear regression. The results showed a correlation between entrepreneurial characteristics and economic-financial and market performance of grape producers, particularly in relation to the characteristic "Innovation and Planning". This study also provides an overview of the viti-viniculture industry of the region, which has the capacity for innovation and regional development. This contribution of this study is that it links entrepreneurial behavior with agribusiness performance of grape production, and the theoretical model elaborated in the study can also be used in different agricultural contexts.