Agriculture and wine: An era of revitalization

In 2013, approximately 20% of Armenia’s GDP value was generated from agriculture and employed almost 40% of the entire population. Armenia reigns as the most mountainous country of the Caucasian republics, resulting in a variety of climates across its relatively small distance. More than 90% of Armenia is higher than 3,000 feet above sea level, and agricultural land accounts for about 70% of the total land base. Favorable weather like 300 days of sunshine and natural features such as 30 layers of soils with volcanic and clay characteristics, among other aspects, create ideal grapes for fine wines.

In 2007, remains discovered by archeologists in the Areni-1 cave found in the Vayots Dzor province, proved Armenia to hold the world’s oldest-known wine production facility, dating back as far as 6,100 years. This rebirth of wine-making commenced only about ten years ago, making Armenia an interesting dichotomy as both oldest and youngest wine-producing nation in the world.

A leader consistently showcasing Armenia as a serious contender in the global wine-producing market is Golden Grape Armas. Armen Aslanian founded the visionary company in 2007, where his first step was transforming almost 450 acres of desolate, rock-strewn countryside into a beautiful landscape comprising vineyards, orchards, and a world-class winery and distillery. “Together,” she said, “We continued the development of our 450-acre estate, surrounded by an eight mile wall, located forty minutes from the city center in the Aragatsotn Province.”

Armas has established a name for itself through its overwhelmingly positive reception and winning of various accolades. After having only begun production in 2012, Armas was presented with the “Best Brand Award” in 2014 from then Prime Minister of Armenia, Tigran Sargsyan. Their first vintage wine selections garnered three Decanter World Wine Awards in 2014, and in 2015 won an additional four. To date, Armas has earned a total of twenty-eight international wine competition awards. Subsequently, this contributed to the expansion of new export markets like Lithuania, Germany, Los Angeles, Montreal, Belgium and Japan. By 2014, Armas sales rose 50% YoY in the local Armenian market and preserve a selection of nine premium wines.

“Our secret is simple, we strive for the best,” said Aslanian. “The best grapes, the best winery, the best team and the best positive approach.”

“Armas is proud to have an A to Z scope of production, from the soil to the bottle, to the glass in our Tasting Room. The fact that our wines are ‘Estate Bottled,’ meaning that the grapes are from our vineyards and not purchased, signify their quality as they are under our care and supervision the whole year through, and the grapes do not undergo the stress and depreciate in quality on route to the cellar,“ she explained.

As the pioneers of the “Renaissance Era of Armenia Wine,” Armas has a strong vision for the future to come. By accomplishing so much in a short time frame, Aslanian described her role as “it’s not my job, it’s my life,” with much credence. Expanding export markets and releasing new product lines are only a glimpse of what is in store for wine-lovers.

“Our initial priority is the success and sustainable growth our company, focusing first on building our Armas brand, expanding the local market and significantly increasing exports, at which point we will grow our production from 1 to 3 million liters. Next year we will also release our first five-star, five-year barrel aged brandy, as well as a small selection of dried fruits.”

Also, she encourages travelers to visit Armenia for themselves to partake in the country’s diverse offerings: Visiting the oldest churches, museums, and basking the nature; indulging in the cuisine; and, of course, the Armas estate. “First, enjoy the wines! There is a history, terroir, and joy in every bottle. Come and see for yourself. Armenia is a gem in the ancient world and the historical world of wine.”

Karas, a company of Argentine-Armenian roots, is driven to elevate Armenia’s name as a brand for quality wine-producing. Located in Ararat Valley, between Mount Aragats and Mount Ararat, Armavir is the smallest and the most densely populated region in Armenia. “It has been a wonderful journey; we have made many improvements. We have a thirty-year concession with five-year objectives to comply. “Our main objective was to create a state-of-the-art gate for Armenia,” said Jorge Del Aguila Eurnekian, Director of Corporacion America.

“We decided to do an agro-project, which started as Tierras de Armenia. We bought 2000 hectares of land in the region of Armavir and began producing grapes for cognac and wine,” he said. Focusing on innovation and technology, Karas had their first commercial production in 2010.

Karas Vineyards Estate, Tierras de Armenia, has approximately 4,900 acres, with nearly 1,000 devoted to the planting of vineyards. Sales have boomed, and in 2016 they successfully produced 1.5 million bottles. By 2018, they anticipate doubling this production figure to 3 million bottles. “I think it is a great number, we will satisfy the local market plus we will be able to go to the Armenian diaspora around the world,” said Del Aguila Eurnekian.

The company intends to engage the Armenian diaspora and create permanent job opportunities. Currently, they employ 4,500 people in Armenia, with 500 of those residing outside of Yerevan, activating ongoing job growth. “I would say our primary objectives are creating bridges between Armenia and the Armenian diaspora, having quality products and quality services in Armenia, that will be able to be seen outside Armenia,” he said.

“And as what we are trying to do is promote Armenia, the next important step in the industry is this. That is what we are trying to accomplish with Karas wine.”

Karas maintains a dominant market share of the local Armenian market and have effectively started increasing its international presence. The majority of exports concentrate in the east and west coasts of the U.S., France Russia, and Japan with their target market the Armenian diaspora. “We are confident of the quality product we have developed in these past years, and there are not many Armenian labels being exported at this moment. We have nearly 1 million Armenians in the territory of entire U.S., with an important community on the West Coast and L.A. specifically,” said Del Aguila Eurnekian.

“This is the biggest opportunity there is to show Armenia as a brand. We are always open for partnerships to expand the business and recognize that Armenia has potential as a wine making country,” he added. Karas is also devoted supporting the country by using dry goods from bottles, labels, barrels and local designers all from Armenia.

“There are many examples of Armenia success stories that demonstrate here there are the same challenges as in any other place in the world,” Del Aguila Eurnekian said.

Artsakh Brandy Company is one of the first family businesses in Armenia. Following the Nagorno-Karabakh War in 1994, the company was established in 1998, reviving the former Askeran Wine Factory, which had alcohol production traditions since 1922. “It gave many people jobs, money and a possibility to work. After our factory was founded, many other similar companies started emerging in Armenia,” said President of Artsakh Brandy Company, Mr. Georgi Ohanyan. The company produces exclusive alcoholic beverages from natural fruits, brandy, wine and vodka. Methodologies for their signature fruit brandy production have been passed along generation after generation, with the modern technologies working hard to produce their exclusive collection.

They maintain a celebrated work culture, starting with only ten people in its first year to now employing 130, all with a dedicated mentality towards quality. “The quality is the best advantage of our products. We have been working for 18 years, and no employee has been changed or fired. The quality is assured by employees who have been with us for years and know all the details of production,” he explains.

The company is also exporting to different international markets, including the U.S., mainly in California (Artsakh America Export-Import), Italy, Germany, the Baltic States and Russia. Moreover, Ohanyan said they are open to new cooperations for further growth. “We are developing very fast. For now, it is a little bit difficult to talk about the future, because our business also depends on other countries fundamental processes.”

Ohanyan ensures that “we are targeting not only Armenians in the USA but also those who immigrated to the USA from the Soviet Union and might be familiar with these kind of beverages or the brand. Anyone who tries our products once gets sort of addicted to it.”

The 25th year of independence for the state also inspired a limited-edition cognac and Artsakh Mulberry, distributing 1000 bottles. Proud and dedicated to Armenia’s progress, they focus on empowering smaller communities by investing back. “Our company sponsors the construction in our village, and we will hire contractors to implement the structure,” he said. Also, they carry out charity programs and sponsor cultural events such as the Golden Apricot Film Festival, that help enhance the country’s image.

-One World Media