Europe has been suffering from an overproduction of wine and declining wine consumption, which has compelled the EU commission to handle unsold and unconsumed wine in Europe. This article explores the implications of the recent wine reform (part of CAP reform) of the European Union from the perspectives of the Bulgarian wine producers. Bulgaria is one of the newest members of the EU and its wine industry has traditionally been oriented towards the export sector, making it susceptible to agricultural and trade policies in national, international and supranational levels. How will the Bulgarian wine industry benefit from and/or suffer from the agricultural policies of the EU to which it now subjects itself as a member state? What are the limits of the discourse of multifunctional agriculture in the EU for these marginal wine producers? The efficacy of the CAP reform will depend on attending to the diverse historical and political legacies of the member states without sacrificing the more marginalised communities.