Not many are aware that the world’s first winery existed in Armenia 6,000 years back and in present-day Armenia it has been revived leading to a craze for tastier home-grown wine even as the locally produced Brandy remains popular in the region and beyond.
Over the last decade and a half almost 200 local wine brands have entered the market making a market not only locally but in Russia, Europe and the USA. India is the next preferred target for the Armenian wine industry in the backdrop of emerging strategic partnership.
Leading from the front is Armas and its dynamic CEO Victoria Aslanian – vineyards, Winery, Distillery, Hotel and Tasting room. “Wine existed in Armenia since antiquity and the industry has been revived successfully. Armas is leading from the front. 70 per cent of our produce are exported to USA-UK-Europe. Our brands have been lauded in France. We are now looking at Japanese market,” Aslanian told ET.
Armenia has the right elevation and soil and climate for growing right grapes for wine, Aslanian pointed out. “We are in a perfect geographical zone to produce best of wines and our products are testimony to that. We in Armas would be exploring the Indian market.”
Vahe Keushguerian, who in many ways fathered Armenian wine industry brining his Italian experience into play, eloquently explained prospects of the local industry. “Armenia has so much excitement to offer. Just like our long history, some of the grapes we use today — Voskehat, Khatunm, Areni — have been perfecting themselves for thousands of years. They have passed through the hands and selection process of countless winemakers. Our domestic winemaking industry has deep roots and an ancient history. That is why we must treat it like our legacy that we share with other wine lovers across the world. The second reason for the uniqueness of Armenian wines is its highland, volcanic soil terroir. This unique land, in my opinion, is the key to making great wine.” Keushguerian, a former restaurateur in the USA, moved to Armenia in 2009, where he realized the potential of the Armenian wine industry and consulted on new wineries while starting the Karas Wine project, which in 2010 was the largest winery project in the country. In 2013 he founded WineWorks as well as Keush, which is a pioneer of traditional method sparkling wine. In 2017, he co-founded OSHIN, another premium Armenian wine project.To bring this wine industry closer to Indian audience Armenian Tourism Committee is ready to welcome tourists from South Asia’s biggest country. 2023 has been the best year for Armenian tourism industry and 21,000 Indian tourists (primarily UAE based) have so far visited the county in 2023 making it 7th largest tourist group in terms of number. “Our top three countries in terms of tourists’ arrivals are Russia, followed by Georgia and then Iran. We are hoping to get big number of tourists from India once direct flights are launched,” Sisian Boghossian told ET.
“There is mystic and unknown factor associated with Armenia which travelers would like to explore. Armenia is an affordable and safe location. Besides pristine locations, Armenia can be gastronomical delight with Armenian diaspora bringing food habits from various parts of the world. And Armenia has a history dating back to hundreds of years. We are also working on adventure tourism in Armenia.”
The wine and tourism industries are well complemented by impressive growth in Armenia’s agro industry. And ArLeAM is leading efforts from the front with its cultivation being located closer to capital Yerevan. ArLeAM is a visionary brand that provides natural, high-quality products grown with extra care.
At ArLeAM intensive orchards, in the area more than 25 hectares four varieties of apples with distinctive, juicy and unique taste characteristics are grown. Armenian apricot has a history of more than 2000 years. In addition to traditional Armenian varieties, European apricot varieties are now grown in ArLeAM orchards. ArLeAM produces several finished products including juices, dried fruits, honey, nuts, fruit and veggie chips among other products. ArLeAM is looking to enter the Indian market via Dubai based distributors.
