Armenian wine: an “Armenian Wine Week” from 8 to 14 November asks the diaspora to gift a bottle
- Published
- Place
- Armenia and the diaspora (online initiative)
- Event date
- Upcoming event —
Summary
The WineArmenia.org network and the Vine and Wine Foundation of Armenia are holding Armenian Wine Week from 8 to 14 November to raise awareness of Armenian wines worldwide. It will end on Saturday 14 November with International Areni Day, named after the country’s flagship red grape. The idea fits in one sentence: buy two bottles of Armenian wine, keep one and give the other to a non-Armenian friend, colleague or neighbour, then challenge three Armenian friends to do the same, sharing it on social media with #UncorkArmenia and #ArmenianWineWeek. The initiative is led by Vahe Baloulian, co-founder of the Akumb (The Club) restaurant in Yerevan and the In Vino wine bar, and founder of the organic Trinity Canyon Vineyards estate.
Analysis
Russia still takes most of Armenia’s wine exports, between 70% and 90% according to estimates cited by the organisers, while the United States is the fastest-growing market. By relying on the diaspora, from Los Angeles to Paris, producers are seeking visibility they cannot afford to buy through advertising. Armenian wine is built on native grapes such as Areni and Voskehat, grown between 900 and 1,600 metres above sea level.
Possible consequences
Restaurants, wine shops and importers can sign up on armenianwineweek.com.
