Not of all wine news is about a drop in sales or activity...wine tourism is up. 

On Wine Talks I regularly discuss the idea that wine is headed back in time to the days where the experience of wine is driving the interest in wine. Winery tastings, wine pairing dinners, day long wine excursions and more are peaking the interest in not only wine enthusiasts but wine novices the same.

One destination that is working hard at luring wine travel is Armenia. I have keen interest in understanding the value of and the current climate of wine tourism in my country of heritage.

Lilit Gregoryan is on the forefront of the movement and we had a chance to catch up and discuss the current state of Armenian wine travel.

I have to tell you, sitting down (virtually, in this case) with Lilit Grigoryan for this episode of Wine Talks was one of those conversations that leaves you thinking long after you hit “stop recording.” Now, I’ll let you in on a little behind-the-scenes secret: this was our third crack at getting the tech to play nice for a clear connection between sunny Southern California and Yerevan, Armenia. You could say we worked up a thirst before we even started talking wine.

Right from the get-go, Lilit came in with the big picture view—“Winemaking and wine are rooted as a nation in our DNA.” That statement stuck with me. For all the talk we have about terroir, varietals, and fancy cellaring techniques, sometimes you need a reminder that, in places like Armenia, wine’s not just a beverage or even an export—it’s part of the cultural bedrock. She made the bold and very true point: Armenia isn’t just learning from Europe; it’s reminding Europe, and the world, where winemaking really started.

What really fascinated me was her work in building up the Council of Enotourism. Now, enotourism anywhere is having its moment, and Armenia is no exception. I’ll admit, I ended up tumbling down memory lane—remembering road trips that started off about something else (the Monaco Grand Prix, in my case) and somehow veered, as everything in my life seems to, straight into wine country. The magic of enotourism, Lilit pointed out, is that it’s about more than tasting rooms. It’s about connecting public, private, and even academic stakeholders—guides, wineries, archeologists, whole communities—to put Armenia back on the wine map.

There’s a humility that runs deep in Armenian winemakers, which, as Lilit mentioned, maybe ought to be set aside for a bit of healthy self-promotion. Why not, when you have 6,100-year-old wine caves that literally rewrite the history of viticulture? This is a nation where, she told me, even the rituals carved into fourth- and sixth-century churches tell the story of wine’s place in life and faith. “We are the shoulders that the Old World stands on.” I scribbled that down—it’s one for the ages.

We got into some wine geek talk (couldn’t resist)—about amphora and the ancient methods now making a comeback from Bordeaux to California. Funny thing, the rest of the world calls it trendy; for Armenians, it’s just Tuesday. And I had to laugh—she talked about roadside wine in Coke bottles, and yeah, in 2007, I could barely choke down what I found. But the leap in quality is astounding. Armenian winemakers today are winning international gold medals! You can feel the pride simmering up—and frankly, that’s as it should be.

Lilit’s also candid about the challenges—lack of unity among stakeholders, the need for more education, and the always-present tension of getting government support. Reminded me of local feuds in the LA trade; everyone wants the same thing, but getting consensus? It’s like herding cats with corkscrews. But what I love most is her conviction: this is a marathon, not a sprint. Armenians have always been resilient—she’s sure, and so am I, that Armenia’s renaissance is just getting started.

And let’s not forget, she humbly attributes her passion to being “one cheeky university girl” drinking wine with her friends, which, honestly, is how the best careers begin. Lilit is creating a movement, and you can feel it—one that won’t just put Armenian wine on the table but will make it impossible for the world to ignore.

So, next time you’re reaching for something old-world or new-world, remember Lilit’s words: “We are ancient world.”

Wines of Armenia
Organization: "Wines of Armenia" (NGO)
Website: https://winesofarmenia.am/

Wine and Vine Foundation of Armenia
Organization: Wine and Vine Foundation of Armenia
Website: https://armeniandrinks.com/en/wine-foundation

Enofest/Enotalks
Event by EnoTourism Council
Website: Not directly available; check Wines of Armenia for events: https://winesofarmenia.am/

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