Greek grape growers, especially those who cultivate the Sultanina variety, are encountering significant challenges due to shifts in market preferences towards seedless grapes and adverse environmental conditions. The introduction of new, more sustainable seedless grape varieties by Italian and Spanish producers, which are also more adaptable to current climate challenges and water scarcity, has led to a reduced demand for Sultanina grapes. These new varieties have the advantage of entering the market earlier, further diminishing the competitiveness of Sultanina grapes. Consequently, Greek producers, who often lack cooperation and operate on a smaller scale, are facing economic difficulties and are increasingly compelled to switch to these new grape varieties despite encountering distinct challenges in the transition.