This articla highlights the articulation of the new rurality in Sweden, exemplified by the emergence of the wine sector. Wine production became possible as a result of climate change and Sweden's EU membership that led to the abolishment of the production and wholesale monopoly. Even though wine production is an old activity in other countries, in Sweden, the establishment of wine production is an innovation and as such a reflection of rural entrepreneurship. But not everything is a saga of success. The case study shows that there are still important constraints against the further development of the sector. In this case, due to path dependency in agricultural and alcohol policy and current Swedish alcohol regulations. Some additional obstacles are the prohibition against gate sales and the inability of farms to meet the scale demands imposed by the public retail monopoly.