Initiative Hopes to Put Spotlight on Armenian Wine Globally

“Today, Armenia is rediscovering its ancient wine heritage while building a modern wine industry with its own identity and growing international ambitions,” he added.

Asked what makes Armenian wine distinct from those of other regions in the world, Baloulian said, “What makes Armenian wine distinctive is the combination of indigenous grape varieties, diverse high-altitude terroirs, and an extraordinarily ancient winemaking tradition.”

He further explained, “Among Armenia’s most important varieties are Areni, known particularly for elegant, structured red wines, and Voskehat, which can produce complex, aromatic white wines. Armenia is also home to many lesser-known indigenous varieties that offer exciting possibilities for winemakers and wine lovers.”

Many vineyards grow at elevations of 900 -1,600 meters, he noted, where they receive a lot of sunshine and intense temperature variation from morning to night. And finally, the soil also contributes to its uniqueness.

And one last element is the traditional “karas clay vessels” which are “allowing winemakers to explore ancient techniques alongside modern technology.”

“Ultimately, Armenian wine is not defined by one particular flavor or style. What makes it special is the diversity of indigenous grapes and terroirs that give Armenia a wine identity of its own,” he said.

Armenian wine has not taken over the world yet. When asked where it is popular, Baloulian said Russia “remains Armenia’s dominant export market for wine, because of long-established commercial ties and the historical orientation of Armenia’s alcoholic beverage industry toward the former Soviet market.”

He added, “At the same time, Armenian wine is gaining visibility in the United States, Europe, and other international markets. In the US, the Armenian diaspora is the main target. Interest is also growing among wine enthusiasts looking for distinctive indigenous grape varieties and wines from historically significant wine-producing regions.”

Russia remains the leading destination for Armenian wine exports (by some estimates 70-90 percent), while the United States is the fastest growing market (again by some estimates up to 10 percent). Several European countries, including Poland, France, Belgium, and Germany, also receive Armenian wines, although the volumes are considerably smaller.

South America remains a much smaller market, less than 1 percent.

At home, wine is becoming increasingly visible. The wines are being sold in Yerevan, but the grapes are planted and harvested in the wine regions of Vayots Dzor, Aragatsotn, and Armavir, he explained, and those in turn are attracting visitors.

If Armenian wines are slowly gaining notice, its brandy is already world famous.

“Brandy remains a much larger and more established export industry in Armenia, with a long commercial history, substantial production capacity, and well-developed international distribution networks. Wine, by contrast, is going through a transformation. Alongside established producers, a new generation of small and medium-sized wineries is investing in indigenous grape varieties, vineyard quality, modern winemaking, and distinctive regional wines. These producers are helping Armenia move beyond its traditional reputation as a brandy-producing country,” Baloulian explained.

He added, “At home, the growing wine culture is another important development. Wine bars, restaurants, festivals, and wine tourism have helped introduce a new generation of Armenians to our winemaking traditions and contemporary wines.”

Baloulian’s most famous restaurant is Akumb [The Club]. He said, “In 2004, we opened a restaurant in Yerevan called The Club. It’s a special place, and over the years it has welcomed many international guests. During one of his visits, Paulo Coelho wrote on our menu: ‘The Club is a place where I heard the soul of Armenia.’”

He added, “There’s something interesting about The Club. Yerevantsis often bring their foreign guests there to introduce them to Armenian culture, food, and hospitality. But they don’t necessarily come as often when they don’t have guests to introduce. I began to see a similar pattern with Armenian wine. We speak proudly of Armenia’s 6,100-year winemaking heritage, yet we don’t always introduce our own wines to people outside our community or even choose them as often as we could ourselves.”

That disconnect led him to the current initiative. “What if Armenians everywhere did for Armenian wine what Yerevantsis do for The Club? What if, during one week each November, Armenians around the world introduced Armenian wine to their non-Armenian friends, colleagues, and neighbors? The idea behind Armenian Wine Week was born from that simple thought. You don’t need to organize a big event, spend a lot of money, or be a wine expert. You simply buy two bottles of Armenian wine, give one to someone who hasn’t discovered it yet, and invite other Armenians to do the same.”

For more information about the initiative, visit ArmenianWineWeek.com.