site.btaSofia Hosts Discussion on Future and European Perspectives of Wine Sector

A discussion on the future of the wine sector and its European perspectives was held in Sofia on Wednesday. The event was organized by the European Parliament (EP) Liaison Office in Bulgaria and brought together representatives of institutions, industry associations, and winemakers.

Participants discussed the main challenges facing winemakers, how the EU Wine Package can provide support, developments in non-alcoholic wines, and assistance for grape growers facing climate-related difficulties. Other topics included promoting wine tourism and the export of European wines, provisions of the EU–Mercosur free trade agreement affecting wine, and specific issues in the Bulgarian market.

MEP Ilia Lazarov (EPP), a substitute member of the Committee on Agriculture and Rural Development in the EP, stressed the need to revive and adapt traditional Bulgarian grape varieties to contemporary climatic and market conditions. He noted that at the European level, special discussions are underway to promote local varieties that are more resilient to climate change and better adapted to each country’s conditions.

“I am a supporter of stimulating local varieties specific to each country. What I try to promote in the EP are typical Bulgarian varietal wines,” Lazarov said.

He cited examples such as Karlovo, Vratsa and Sandanski Miskets, which, although from the same group, have distinct character and taste profiles. The same applies to red wines, among which Mavrud holds a special place. “These are varieties adapted to Bulgaria and should be supported,” the MEP added.

Lazarov also emphasized the EU’s trade agreements with third countries. As a member of the Committee on International Trade, he participates actively in preparing agreements with Mercosur countries, India, and upcoming negotiations with Australia. According to him, these agreements open new markets but also pose challenges for European producers.

“Europe thrives on its profitable sectors. To fund agricultural subsidies, there must be a strong industry, exports, and trade,” he said, adding that recent negotiations have emphasized protecting European agricultural producers against potential violations and unfair competition. Lazarov noted that in France, the topic has sparked public debate and has been used for domestic political purposes.

He stressed that a key effect of agreements, including those with Mercosur countries, is creating export opportunities under preferential customs rates. The European spirits industry, producers of cognac, brandy, and other spirits, is particularly interested. “European wines also have potential because they carry geographic identity, quality, and tradition,” he added.

Asked whether the Mercosur agreement could pressure table wine prices in the EU, Lazarov said this is not a significant threat for Bulgaria. According to him, Bulgarian producers do not operate in the lowest price segment and cannot compete with mass production from large markets such as Argentina through price alone, but through quality and identity.

Participating in the discussion was also Krasimir Koev, Executive Director of the Executive Agency for Vine and Wine (EAVW), who stressed that traditional Bulgarian varieties are the basis for the sector’s sustainable development.

“These varieties have been adapted to our lands for centuries. They are more resistant to drought, waterlogging, and disease,” Koev said. He recalled historical challenges for viticulture, including the phylloxera devastation, and efforts to select and introduce resilient varieties in different regions of the country.

According to him, local varieties, such as Mavrud and the Miskets, give Bulgarian winemaking a distinctive character and a competitive edge in international markets. “The world is saturated with Cabernet and Merlot. The market seeks something different - authenticity and regional identity,” Koev said.

He also highlighted EU programmes promoting wine in third countries and within the EU, co-financed with European and national funds. However, interest in these programmes among Bulgarian producers remains limited, partly because EU-wide campaigns cannot emphasize national identity clearly enough.

Koev noted that Mercosur includes Argentina, Brazil, Uruguay, and Paraguay, with associated countries not taking advantage of the trade concessions. According to EAVW data, in 2023, Bulgaria imported nearly 50,000 liters of wine from Argentina (bulk and bottled) and under 2,000 liters from Uruguay. In 2024, 75 tonnes of wine were imported from Argentina, and in 2025, 37 tonnes, with no recorded imports from Uruguay.

He added that total annual wine consumption in Bulgaria ranges between 100 and 120 million liters. Total imports of wine from all countries in 2025 amounted to just over 12 million liters, around 10% of domestic consumption, part of which is subsequently re-exported to other EU markets.

“With a high degree of certainty, I can say that imports from Mercosur do not pose a threat to the Bulgarian sector,” Koev said, noting that the agency has detailed data on production, stock levels, and the movement of wine products in the country.

Rumen Hristov, member of the parliamentary Committee on Agriculture, Food and Forestry, emphasized that protecting the interests of agricultural producers and the sector as a whole remains a priority.

He noted that one of the sector’s problems is the lack of strong national representation. He recalled his efforts to create a national association of agricultural producers and a separate association for processors, which could later unite into a confederation meeting the criteria for participation in the Tripartite Council. “This way, the industry’s voice will be heard more clearly and will not need to be represented by other organizations,” Hristov said.

Among the challenges, he pointed to ongoing difficulties in passing a law on sectoral organizations and the need for fairer allocation of funds within the sector. According to him, there is an imbalance in support for different subsectors - grain production, livestock, permanent crops, vegetables, and viticulture.

“If the sector is strongly united, more effective dialogue can take place on how much funding goes to livestock, permanent crops, viticulture, and winemaking,” he said. Hristov also stressed the importance of competitiveness and access to foreign markets.

In his speech, he highlighted wine tourism as an opportunity for developing Bulgarian winemaking. Hristov cited Croatia as a positive example, where the state encourages producers of local varieties through policies linking tourism and the wine sector. “When millions of tourists visit a country and are offered local cuisine and local wine, this is a real opportunity to promote national products,” he said. He added that single exports via wine tourism are not decisive, but a systematic policy in this direction can have a significant effect.

Hristov also commented on the allocation of EU funds during the programme period, stressing that the total financial package is fixed, and the key question is how it is distributed among different subsectors. “Policymakers cannot ignore one sector at the expense of another without serious dialogue and agreement,” he said.