Zaruhi Muradyan on Armenian Wine, Identity, and the World
“We are one of the oldest winemaking countries, but our mission is to speak to the world in a modern language,” noted Zarui Muradyan, Director of the Armenian Vine and Wine Foundation, in an exclusive interview with HoReCa Magazine Armenia.
— Ms. Muradyan, please tell us a little about yourself, your roots, and your personal journey.
— I was born and raised in Armenia, a country with ancient winemaking traditions, and perhaps my love for this culture is in my blood. From a young age, I was fascinated by how grapes, after undergoing a complex processing journey, transform into a noble beverage that preserves the aroma of the land, the sun, and human labor. “Zaruhi Muradyan“.
I graduated from the Armenian National Agrarian University (ANAU), where I later defended my doctoral dissertation in the field of winemaking.
Since 2017, I have been leading the Armenian Vine and Wine Foundation. This mission is very important to me — to develop the industry, support local producers, and promote Armenian wine on the international stage. “Zaruhi Muradyan“.
In addition, I have my own small wine brand — Zara Muradyan Wines, which has become for me not only a professional project but also a form of personal expression. I must admit, I rarely speak about my wines and seldom present them publicly — primarily because I bear responsibility for the development of the entire industry through my work at the Armenian Vine and Wine Foundation. For me, it is important to maintain objectivity and support all producers, rather than focus on my own project. “Zaruhi Muradyan“.
— How would you describe the core mission and key goals of the Armenian Vine and Wine Foundation?
Today, we are witnessing a true revival of Armenian winemaking. This is not just a trend — it is a return to our deep roots and ancient culture, which for centuries has been part of Armenian identity. “Zaruhi Muradyan“.
The Armenian Vine and Wine Foundation was established in 2016 with a clear mission: to support local vine growers and winemakers, promote the development of the industry, advance Armenian wine on the international stage, and shape Armenia’s image as a country with unique winemaking potential.
We actively collaborate with both small and large producers, striving to create equal opportunities for growth for everyone. We not only support producers financially and with information, but also provide them access to educational programs, research initiatives, and international exhibitions. “Zaruhi Muradyan“.
Our goal is to create a sustainable ecosystem in which winemaking is not only a business but also a part of the national brand. Armenia has everything necessary to secure a worthy place on the global wine map — and we are doing everything possible to ensure this potential is realized. “Zaruhi Muradyan“.
— How has the winemaking industry in Armenia changed over the past few years?
— Over the past 10–15 years, Armenia’s winemaking industry has, without exaggeration, experienced a true revival. Whereas Armenian wine was previously known mainly on a local or post-Soviet level, today we are making our presence increasingly heard on the international stage. “Zaruhi Muradyan“.
The changes began with the realization that we have unique indigenous grape varieties, rare climatic and soil conditions, and, most importantly, a deep winemaking culture that stretches back thousands of years. This became the foundation for a new generation of winemakers who began reinterpreting traditions and combining them with modern technologies.
Many new wineries and family estates have emerged, and young people are increasingly returning to the villages, investing in the land, the vines, and knowledge. We are witnessing a rise in quality: whereas our task in the past was simply to produce wine, now we strive to create wine with character, with a story, and with profound expression of the terroir. “Zaruhi Muradyan“.
In addition, the industry has become more open to the world: we participate in international exhibitions, organize tastings and wine tours, and collaborate with critics, sommeliers, and journalists. Armenian wine is beginning to be recognized and appreciated — not as an exotic curiosity, but as a part of the global wine map.
I believe the most important change is the emergence of self-awareness of our own value. We no longer try to imitate anyone — we create our own. And this, perhaps, is the most inspiring aspect of today’s Armenian winemaking. “Zaruhi Muradyan“.
— Does the Foundation provide support to aspiring entrepreneurs in the field of viticulture and winemaking?
— Yes, absolutely. Supporting young and emerging winemakers is one of the Foundation’s priority tasks. We understand that the potential for the future of the industry lies with them, and we strive to create opportunities not only for their start but also for their growth.
The Foundation helps young winemaking estates participate in international exhibitions, tastings, and educational programs. We aim to provide them access to experience, markets, and knowledge. Participation in events such as international wine expos allows emerging winemakers not only to showcase their wines but also to learn from recognized masters, gain inspiration, build connections, and see what they should aspire to. “Zaruhi Muradyan“.
We often tell our young colleagues: do not be afraid to start, but always take examples from the best, learn from those who have already walked the path — and do it on your own land, with respect for its history, terroirs, and potential.
It is very important for us that the new generation of winemakers grows confident, bold, and professional — only then will Armenian wine have a sustainable and bright future. “Zaruhi Muradyan“.
— How would you assess the current level of development of wine tourism in Armenia?
— In recent years, wine tourism in Armenia has begun to develop actively, and we are already seeing that this sector is gaining increasing significance for both local producers and tourists. People come to Armenia specifically to experience the wine culture — they want not only to taste the wine, but also to immerse themselves in the atmosphere, see the vineyards, interact with winemakers, and feel the spirit of each region. “Zaruhi Muradyan“.
As I have already mentioned, at the Foundation we make great efforts to support and promote wine tourism. What is particularly inspiring is that the winemakers themselves are very proactive and creative. They organize festivals, vineyard dinners, musical evenings, and tasting tours — all of which create a unique cultural product in which everyone can find something of their own.
Armenian wine tourism today is not just about excursions; it is a living experience, an opportunity to get to know the country through its land, flavors, traditions, and people. We want to continue developing this sector so that every trip to Armenia leaves a lasting impression and inspires a desire to return. “Zaruhi Muradyan“.
— In your opinion, which Armenian wines have the greatest potential for development and export?
— In my view, the greatest potential — both in terms of development and international recognition — lies in wines produced from our indigenous, endemic grape varieties. These are what make Armenian winemaking truly unique.
Today, the global market is already tired of standard flavors — people are interested in trying something new, discovering little-known regions, and exploring original styles. In this sense, Armenia is becoming increasingly attractive: we have Areni, Voskeat, Khardji, Garandmak, Kahet, and each of these varieties carries the imprint of our land, climate, history, and culture. “Zaruhi Muradyan“.
We have noticed that these wines attract the greatest interest from international sommeliers, wine critics, and consumers. They are wines with character and a strong personality, distinguished by depth of flavor and an excellent capacity for aging.
The important thing is that our wines are not imitations; they are authentic products, and this is our strength. The world increasingly values authenticity, and Armenia has everything necessary to secure a worthy place on the global wine map, precisely because of its unique grape varieties and traditions. “Zaruhi Muradyan“.
— In which regions of Armenia is the best grape grown?
— When speaking about Armenian grapes, the first regions that come to mind are, of course, Vayots Dzor and the village of Areni. This is the heart of Armenian winemaking — both historically and in terms of quality. Here, in unique climatic conditions at an altitude of over 1,000 meters above sea level, grapes are grown with rich flavor, high aging potential, and a profound expression of terroir. “Zaruhi Muradyan“.
But Armenia is not limited to this. The Tavush region, especially in the northeastern part of the country, is currently experiencing very interesting development. Thanks to its mild climate, abundant greenery, and proximity to forested areas, grapes grown here have a completely different character — brighter, fruitier, with pronounced freshness. This region is a real treasure for white and sparkling wines.
Viticulture is also developing actively in Aragatsotn. This region is not yet widely known, but we see enormous potential there. Very ambitious wineries are operating, experimenting with altitudes, soils, and grape varieties. And what is especially encouraging is that young winemakers and agronomists are eager to work there, creating new winemaking stories. “Zaruhi Muradyan“.
Armenia is a mosaic of unique terroirs, and in each region, wines are born with their own distinctive character. This is precisely what makes our country increasingly interesting on the global wine map.
— In your opinion, what is necessary for Armenian wines to gain wide recognition in the world?
— Recognition does not come by itself — it is the result of extensive, systematic, and continuous work. For Armenian wines to secure their place on the global wine map, we need to continue doing what we have already started: participating in international exhibitions, inviting wine critics, sommeliers, and importers to Armenia, and sharing the story of our grape varieties, our people, and our land.
It is very important for the world to see that Armenia offers not just wine, but culture, tradition, and authenticity. And we are already seeing how much has changed over the past few years. If 5–6 years ago Armenian wines were known only within narrow circles of enthusiasts, today we are being invited, tasted, and discussed. We have become interesting. “Zaruhi Muradyan“.
Of course, there is still much work ahead — especially in terms of production stability, quality, marketing, and logistics. But the most important thing is that we have a unique product, and we have energy and belief. If we continue on this path, preserving our authenticity and openness to the world, I am confident that Armenian wine will secure a worthy place among the best.
— Which wines would you personally recommend trying?
— This is one of my favorite questions. But you know, I always answer the same way: the best wine is the one that does not remain in the glass.
We all have different taste receptors, different moods, different perceptions. Some seek lightness and freshness in white wines, others look for structure and depth in aged reds. But if we are talking about what I would recommend trying, it is definitely wines made from Armenian indigenous grape varieties, such as Areni, Voskeat, and Khardji. These are the wines that convey the soul of our land.
Personally, I prefer dry wines. I am drawn to their structure, the purity of flavor, and the way their aroma and finish unfold. Dry wines, especially from our indigenous varieties, very accurately convey the character of the terroir and the winemaker’s skill. In them, in my view, authenticity is felt — without unnecessary embellishment, only nature, the vine, and time.
The most important thing is to be open to new experiences and to taste. After all, every glass of wine tells a story. And Armenian wines truly have stories to tell. “Zaruhi Muradyan“.
